| Title | MINI ACADEMY |
| Brand | MINI |
| Product / Service | MINI |
| Category | D01. Digitally Led Integrated Campaign |
| Entrant | INTERONE CHINA Beijing, CHINA |
| Entrant Company: | INTERONE CHINA Beijing, CHINA |
| Advertising/Web Design Agency: | INTERONE CHINA Beijing, CHINA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Georg Warga | Interone China | Executive Creative Director |
| Kay Koester | Interone China | Executive Creative Director |
| Kathrin Guethoff | Interone China | Creative Director |
| Kaki Zheng | Interone China | Art Director |
| Philipp Cerny | Interone China | Art Director |
| Maik Lutze | Interone China | Art Director |
| Ferdinand Weinrother | Interone China | Art Director |
| Jack Li | Interone China | Art Director |
| Maya Cai | Interone China | Copywriter |
| Georgina O’Loughlin | Interone China | Copywriter |
| Erin Yin | Interone China | Copywriter |
| Sylvia Zhang | Interone China | Copywriter |
| Claudia Woelfle | Interone China | Client Service Director |
| Kuo-Hi Lee | Interone China | Client Service Director |
| Maggie He | Interone China | Account Manager |
| Janet Zhu | Interone China | Project Manager |
| Renato Quaroni | Interone China | Online Concept |
| James Li | Interone China | Associate Director RIA |
| Lin Li & Guo Wei | Interone China | Designer |
| Rainie Han | Interone China | Junior Flash Developer |
By beginning of 2009 MINI hasn't reached the full customer potential due to perception that MINI is: a) A cute, sweet car - a girlie's car b) A fun car for young people only With the 50th anniversary we were asked to change the perception of the MINI brand and attract the male and more mature customer. By leveraging MINI's history, we educate consumers about the rich heritage of the MINI brand and strongly convey the MINI brand values: Cheeky, creative, outstanding, unique and individualistic. THE MINI ACADEMY FOR FAST LEARNERS A multichannel campaign celebrates 50 years of MINI.