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Mini: Do it for the Drive

Client: Mini
Date: Mar 2020
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Mini USA has partnered with Paper Magazine to launch a digital campaign, #DoItForTheDrive, to celebrate International Women’s Day 2020.

In 1962, Mini – a longtime champion of women before mainstream embracement – welcomed legendary female rally driver Pat Moss to the Tulip Rally. It was there that Moss, whose mother, father and brother were also accomplished racers, delivered the first victory for Mini. This win was instrumental in helping Mini truly take the rally world by storm, leading to wins at three Monte Carlo Rallies.

The digital and social campaign will feature video showcasing Pat’s story, which is narrated by her daughter Susie. Additionally, other prominent women throughout history will be highlighted. The campaign will include a dedicated editorial on PaperMag.com, along with organic and paid social content across Paper channels.

Mini and Paper will also engage influencers to share content profiling a woman in their life who #DoItForTheDrive.

Credits

Mini USA

Paper