MINI PAWS

Creative idea

Faced with new legislation in Turkey that puts the lives of millions of stray dogs at risk, MINI felt compelled to act. Staying true to its BIG LOVE philosophy and long-standing bond with dogs, MINI launched MINI PAWS, a dog adoption campaign in collaboration with The Rescue House Charity, one of Turkey’s largest dog-rescue organizations. Coinciding with the launch of MINI’s new model, the campaign transformed the car’s latest innovation, the OLED Screen's Personal Mode, into mobile adoption platforms. Each screen displayed the portrait of a shelter dog and included a QR code linking directly to adoption pages. Every test drive became an opportunity to meet a potential four-legged companion.

Brand name: MINI Türkiye
Advertiser / client: Borusan Otomotiv
Product / service: OLED Screens
Campaign name: MINI PAWS Stray-to-Home OLED Screens
Agency network: TBWA WORLDWIDE
Agency: TBWA ISTANBUL
Media agency: Hype Istanbul
Production company: BeBo Digital
Web address: https://www.mini.com.tr/tr_TR/home/local-forms/big-love-mini-pati/index.html
Agency chief executive officer: Burcu Ozdemir
Chief creative officer: Ilkay Gürpinar
Executive creative director: Volkan Karakasoglu
Creative director: Mesut Kocarslan, Serdar Gungor
Art director: Emel Soyler
Copywriter: Gurkan Akkurt
Account director (agency): Ipek Albudak, Su Pulur
Managing director: Ela Bilgisel
Strategic planner / strategist: Nisan Danisman, Berkay Baser
Pr director: Arti Iletisim Yonetimi
Additional company: Head of Social: Burcu Celenoglu Aydin Social Media Supervisors: Ozge Kale Savas, Inay Can Alkan Social Media Specialist: Beril Karabulut Art Director: Ali Furkan Budak CSO: Toygun Yilmazer Deputy Managing Director: Burcin Birim Production Optimization: Neslihan Gucum, Derya Soyman Digital Team: Gulten Yilmaz, Ilkay Gazep