Worldwide Partners agency, Butler, Shine, Stern & Partners – BSSP‘s newest “Defy Labels” campaign for MINI shares personal stories from eight Olympians and former Olympians demonstrating the power of the human spirit to succeed.
Articles in Media Post, Ad Age, and Creativity magazine explain how the campaign features the personal stories of tennis player Serena Williams, boxer Claressa Shields, fencer Ibtihaj Muhammad, volleyball player Jake Gibb, boxer Carlos Balderas, rugby player Carlin Isles, weight-lifter Morgan King and swimmer Cullen Jones. In each case the athletes were selected because their stories are different, and unexpected.
This ties in to the “Mini mindset” as Tom Noble, Mini brand communications head, calls it. “The one thing you realize when you look at Mini owners is it’s really hard to label them,” Mr. Noble is quoted as saying. “They’re unique individuals who don’t want to be labeled … The more unique you are, the more accepted you are from a Mini point of view.”
The long-form interviews with each individual athlete telling their story are on a site created specifically to share these stories. The campaign includes social media and a TV spot that breaks Aug. 1.
A new 30-second spot hits the airwaves in the first week of August just before the Olympics, which begin on August 5 with an opening ceremony. The commercial will air during Olympic broadcasts.
Review the previous “Defy Labels” work from BSSP here.