Ogilvy and Vizeum take Mini to the max
Vizeum and Ogilvy have collaborated with client Mini to align the brand with a concept store in the heart of Melbourne's fashion precinct, combined with a targeted retail partnership with clothing brand Incu and the launch of a custom magazine.
Ogilvy and Vizeum have aligned Mini with fashion retail
"To echo the tag line, we tried to take a different slant on things, and the MINI concept store is very much a part of that vision,“ said Kai Bruesewitz, general manager of MINI.
"Vizeum and Ogilvy gave us the inspiration to take that concept one step further by coming up with two great ideas to complement the store - a partnership with the amazing and diverse fashion brand, Incu, and an exciting new magazine that's all our own."
Ron Ferdinands, strategy director at Vizeum said: "This is a campaign that starts from a different place. It is built around a powerful idea of having real conversations with confident, discerning people on subjects that matter to them.
“Mini is not shouting at them, it's engaged in their lives and interests. No other automotive brand has the licence to credibly launch a highly individualistic car like Mini can."
Fergus Donaldson, creative group head at Ogilvy Melbourne said: "From start to finish Paceman gave us the opportunity to collaborate with some great creative minds from New York, Oregon, Britain, Berlin, Mulgrave, South Melbourne and Sydney.
“A new slant on Mini gave us the chance to put a new slant on everything we did, the culmination of which is the brilliant Paceman Store and Men's Style collaboration The Pace."