Brand experience & campaign | 'Spirit of the City'
Brand: MINI Agency: KKLD* Role: Account Director
THE PROJECT: In 2018, MINI organised an immersive art exhibition in their creative space A/D/O in Greenpoint, Brooklyn.
During the New York Design Week MINI revealed 'Spirit of the City' – a site-specific installation by London-based United Visual Artists (UVA).
Create a campaign and communication/PR concept to announce the art installation during the New York design week that make visitors come to A/D/O and journalist to spread the world. In addition, the goal was to show followers and fans of MINI as well as art interested people around the world the story of the installation via social media.
Leading the team of creative and communication experts on client side to collectively develop the global campaign including the brand film, key visual, event concept for the first week with press, influencer and public launch events, and the concepts for digital and social media communication world wide.