THE MINI CHRISTMAS BOX by J. Walter Thompson Amsterdam for MINI

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THE MINI CHRISTMAS BOX

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Industry Cars
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Netherlands
Agency J. Walter Thompson Amsterdam
Creative Director Martijn Van Der Werf, Thijs De Boer
Art Director Thom Van Rijckevorsel
Copywriter Thomas Reinhold
Released December 2009

Credits & Description

Category: Ambient: Special Build
Advertiser: BMW GROUP NETHERLANDS
Product/Service: MINI
Agency: UBACHSWISBRUN/JWT
Creative Director: Thijs De Boer/Martijn Van Der Werf
Copywriter: Thomas Reinhold
Art Director: Thom Van Rijckevorsel
Account Manager: Lisa Mérelle
Date of First Appearance: Dec 28 2009 12:00AM
Entrant Company: UBACHSWISBRUN/JWT, Amsterdam, THE NETHERLANDS

Description of Ambient execution
2009 was the year of MINI's "99 euro" campaign. MINI was looking for a closing offensive within this campaign for the month of December. The goal was to convey the MINI brand experience in combination with the low price. We used the familiar day-after-Christmas street scene: rubbish bags, Christmas trees, and the cardboard boxes our presents came in. A recognisable scene that MINI also makes intriguing. Because all over the city, we see a MINI Box on people's doorsteps with a big "99 euro" price-tag. This is how we showed that MINI falls under the category of "affordable presents".