Creative Concept
Hijack
Automotive
Client : MINI
Creative Team : Thomas Grandperret & Angélique Wages
In response to the French legislation introduced in June 2022, requiring automotive manufacturers to include an energy label in all their communications, we took a proactive and creative approach for Mini. We designed a unique energy label, dubbed "The Love Label," transforming a regulatory requirement into a powerful message of love and inclusivity.
June, also celebrated as Pride Month, provided the perfect backdrop for this initiative. For a brand like Mini, which has long championed love and inclusivity, it was a natural fit to reinterpret the energy label not just as a piece of compliance, but as a symbol of love and acceptance. "The Love Label" serves as a vibrant reminder of Mini's commitment to celebrating diversity and promoting a positive, inclusive message.
This innovative approach not only adheres to the new regulations but also reinforces Mini's brand values by aligning with a significant cultural moment. "The Love Label" goes beyond mere compliance, embodying Mini's ethos and its dedication to spreading love, especially during a month that honors pride and diversity.
We also invited our competitors to follow the movement
on instagram : and also on Twitter :