Role/
Art Director
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​​CONTEXT /
Mini Cooper partnered with The Community, Europe’s largest Mini fan association, to create a project rooted in a shared purpose. Both wanted to use their influence to support dog protection and local shelters, which led to the launch of the digital campaign Adoptamini.
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The project was built on the belief that a Mini is more than just a car. With its own character and personality, it naturally becomes part of the family — making it the perfect bridge between brand, community and cause.
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OPPORTUNITY /
Adoptamini connected Mini fans with dogs from local shelters by matching personalities rather than appearances. Through a dedicated app, users could discover which dog best matched their Mini’s character.
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The initiative culminated in a special event where the Mini community visited shelters and had the opportunity to adopt a dog, transforming a digital experience into real-world action.
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HOW I ADDED VALUE /
/ TRANSLATE ABSTRACT IDEAS INTO CLEAR, ACTIONABLE VISUAL SYSTEMS.
/ DESIGN EVERY INTERACTION WITH USER EXPERIENCE AND EMOTIONAL ENGAGEMENT IN MIND.
/ BALANCE BRAND PRESENCE AND PURPOSE TO MAXIMISE AUTHENTIC IMPACT.
The Adoptamini app became the digital heart of the campaign, allowing users to upload a photo of their Mini and receive a suggested match with a dog from a local shelter. Simple, intuitive and shareable, the experience sparked emotional connection from the first interaction. Social media amplified the initiative by sharing matches and stories across MINI and community channels, turning adoption into an engaging, participatory conversation.
The campaign came to life through a dedicated event where Mini fans visited local shelters, creating a direct and emotional connection with the dogs. The response was immediate, with fans sharing their experiences and adoptions across social media, generating strong engagement and reinforcing the campaign’s success both online and offline.
