To unveil their new rally vehicle—a supercharged combination of the brand new MINI Countryman and their performance John Cooper Works subbrand—MINI wanted to really make a splash in advance of the 2017 Dakar Rally, in which the car would compete for the first time.
With the new rally car and the Sahara Desert as brush and canvas, a 360° camera-mounted drone captured many perspectives of the car being put through its paces, including some epic slow motion shots.
For the most die-hard fans, a new message-based newsletter was released on WhatsApp, providing exclusive behind the scenes access from one day to the next.
Everything was aggregated on a dedicated Tumblr page, giving fans a single source for all the action.
Role: Creative Direction, Campaign Strategy, Copywriting, Storyboarding, Concept, Photo & Film Briefs
In 2015, KKLD* was asked to come up with a consistent strategic, creative and communicative rebranding for MINI which would be applied to all products and services, and gradually rolled out across all channels and consumer touchpoints globally.
The cult brand’s new appearance and positioning, which had its first unveiling with the launch of the MINI Clubman on June 24th, 2015, includes a new minimalistic logo, new visual and design identity as well as new typeface—the MINI Serif.
The overall look is designed to be emotional, clean and premium, with a clear focus on the essential thereby underscoring the brand’s new direction.
Role: Brand Guidelines for Tonality, Model Personas
As the latest MINI Living project, the MINI Living Urban Cabin was a micro-apartment concept that was installed in varying iterations at the London Festival and at A/D/O, MINI’s designer hub in Greenpoint, Brooklyn.
To get the word out to the creative class and prospective future MINI fans, a series of digital assets highlighted the features of the Urban Cabin and its overarching vision.
Role: Digital Strategy, Creative Direction, Copywriting, Storyboarding, Concept, Photo & Film Briefs
As the international digital lead for Richemont’s luxury Swiss watchmaker Baume et Mercier, integrated and crosschannel strategy was employed to enhance the brand experience and drive sales across the digital landscape.
Client: Baume et Mercier
Role: Digital Strategy
Having won the grueling Dakar Rally—the biggest motorsport endurance rally in the world—four years in a row, MINI wanted to remind the world it had a spirit for adventure and the skills to succeed. Equally important was to convey this in a subtle, more mature tonality that could appeal to audiences beyond die-hard motorsport fans.
Role: Creative Lead, Campaign Strategy, Copywriting, Concept, Photo & Film Briefs
To highlight MINI's dedication to urban innovation and the brand's Creative Use of Space philosophy, a 30-square-meter concept apartment was installed at the 55th Salone del Mobile in Milan, Italy.
Essential in communication was to showcase the brand's competency beyond strictly automotive and instead demonstrate that is in the business of cleverly confronting urban living challenges.
Role: Onsite Art Direction, Concept, Live Event Coverage
For over half a decade, MINI Space served as the global online lifestyle magazine for MINI.
The community hub put more than 150,000 registered members squarely in the driver’s seat, holding creative competitions, covering events and parties, and featuring stories that profiled MINI drivers all over the world. Photography and design competitions filled the background of the site with work provided by members of the community.
Through the many partnerships and events, MINI enthusiasts heard from opinion leaders in fields as diverse as sports, music, automotive design, TV personalities and more.
Jay Leno, Comedian & TV personality
Chromeo, Electrofunk Duo
Anders Warming, Head of MINI Design
Adrian van Hooydonk, Head of BMW Design
Marcus Ferris, Founder & Editor-in-Chief of Dezeen
Kazunori Yamauchi, Creator of Grand Turismo
Kelly Clark, Olympic Gold Medalist
Louis de Fabribeckers, Head of Design at Touring Superleggera
Role: Editor-in-Chief, Creative Direction, Copywriting
For the first global campaign for MINI Connected, the automotive maker's built-in-connectivity feature, KKLD* made pioneering use of the latest virtual reality (VR) technology.
The two 360° VR films were among the very first to be released on the YouTube360 platform, one of the first ever published using Facebook Spherical Videos and were also made available on Samsung Gear VR and Oculus Rift, on Android and iOS, as well as Google Chrome for desktop.
Beyond the main videos, we put together a set of promotional assets and a media mix that included The New York Times, Hypebeast, and social and display ads.
Role: Copywriting for Social Media Campaign, Social Media Planning
In collaboration with Austrian luxury organic cosmetics brand Susanne Kaufmann, in 2011 the BMW sustainable sub-brand BMW i developed a limited edition all-natural hand tonic. It needed a name.
In an inter-agency call for a solution, “Purif-i” solved the client’s request for a product name that cleanly merged function and corporate identity, highlighting the sub-brand's dedication to the sustainable combination of nature and technology.
The product was debuted at the BMW Guggenheim Lab in New York City.
Client: BMW i
Role: Copywriting (Product Name)
As the featured vehicle at the 2014 vintage and luxury auto show Concorso d’Eleganza at Villa d’Este on the shores of Lake Como, Italy, MINI was introducing the world to one of its most radical concept vehicles in years, the MINI Superleggera Vision. In partnership with the luxury coachbuilder Touring Superleggera, MINI unveiled a striking roadster concept that was fully electric and entirely hand-crafted.
MINI knew that industry enthusiasts would follow every detail, but there was concern about maximizing impact amongst audiences with only passing interest. And since this concept car featured so many radically new design elements, they wanted to know specifics about what people thought of them.
We found a solution.
At start-of-communication, an infographic summarized the vehicle in a single scroll, lifestyle influencers were contracted to share photos made exclusively for them, and a series of Instagram videos delivered 15-second clips that highlighted individual design elements.
One week later, a ballot-style gallery on Facebook gauged sentiment on these specific features, guiding the debate toward the particular elements the client was most eager to get reactions on. The combined tactics facilitated content consumption for broader audiences, extended reach, and provided measurable community reactions for the client.
Role: Creative Lead, Campaign Strategy, Copywriting, Concept, Live Event Coverage
Interested in reaching a younger generation of consumers online, Panasonic wanted to raise awareness of its personal care line of products with some added value. The lightly branded Generation Care blog addresses grooming tips and trends for both men and women with relevant, though not pervasive product placement.
Role: Concept, Editorial Supervision
I've been burning the midnight oil on some really exciting projects lately. I am proud to say that they'll be ready for the world very soon.
Thanks for your patience until then. I can't wait to share what I've been up to.
Watch this space.