Brief: For the brand MINI, sell the MINI Cooper Countryman to a male SA target market which wouldn’t normally consider a MINI. Help bring the feminine image of MINI to an end by communicating the bigger, tougher image of the MINI Countryman.
 

Rationale: Create a campaign that focuses on something specifically masculine, in this case, the
fact that men don’t care about the naming of objects and often make up their own less technical names for complicated things. With our concept, “No Instructions Needed,” we emphasise this fact.