"While the successful MINI Driving Dogs campaign was running, we wanted to give all the other SPCA animals a chance to drive, too. So we gave newly adopted puppies a free car, which they could drive home. Okay, it wasn’t really a car, but it looked just like one. We created a special carry box shaped like a MINI with a convertible roof. The box also transformed into a dog bed, in which puppies could happily spend the first eight weeks of their lives. The MINI box was available in three authentic MINI colors, and like all MINIs, it could be customized with an alphabetic sticker sheet to create a personalized license plate. Thanks to MINI, all dogs had the opportunity to drive."
Advertising Agency: DraftFCB, Auckland, New Zealand
Executive Creative Directors: Regan Grafton, Tony Clewett / Art Director: Leisa Wall
Copywriter: Scott Kelly / Regional Executive Creative Director: James Mok / Designer: Matt Oak
Head of Art: Nick Smith / Planner: David Thomason / Group Account Director: Toby Sellers
Account Director: Sally Willis / Retoucher: Anton Mason / Photographer: Charles Howells / The Collective Force
Production Manager: Eric Thompson