The MINI "NOT NORMAL" global campaign was a vibrant celebration of the brand's unique, high-energy attitude and the deep, personal connection between MINI and its drivers. MINI, after all, is an extraordinary brand built for extraordinary people. Emphasizing MINI's strong, independent character, the campaign featured colorful motifs complemented by mischievous headlines that tell out-of-the-ordinary "NOT NORMAL" stories. Regionally, our biggest challenge was redefining "not normal," which often had negative connotations. To address this, I penned a "MINIfesto" that set the tone for the entire campaign, transforming the phrase into a positive, empowering message. Additionally, I crafted a series of quirky, not-normal ads and activations that perfectly embodied the campaign's spirit—my favorite kind of work!