BIMA Awards 2023 BMW Mini Dogs

Produced by: Media.Monks Produced for: MINI


Mini Dogs Trust

MINI has dominated in the smaller, stylish end of the market. However, the brand’s greatest strength has also led to an inherent challenge: the larger MINIs are still perceived as…. mini, often not making people’s shortlists.

The UK is a nation of dog lovers, and this became particularly emphasised after lockdown when the country went dog crazy. We saw an opportunity to use the playfulness of the MINI brand to position MINI as the best choice for dog owners, thereby delivering on ‘practicality’ perceptions in a whole new way.

So, in late 2021, we partnered with Dogs Trust to get the nations dogs traveling happier. In 2022, we took the partnership one step further by training up their 130 strong retailer networks to deliver a doggy-friendly showroom experience across the UK. This partnership looked to ensure that all dog owners have the tools and understanding they need to travel safely and comfortably whilst we made it clear why our cars are paw-fectly practical.

Our first to market, dog-friendly positioning boosted size perceptions and consideration, and helped the MINI Clubman take the crown to become the Sunday Times dog-friendly car of the year, instating it on car buyer’s shortlists.


Mobility and Leisure Travel: Silver

The team

  • Jonny Ewles – Strategy Partner
  • Amelia Gill – Senior Account Director
  • Cathy Olmedillas – Executive Producer
  • Neville Pitty-Rose – Senior Producer
  • Selina Heathcote – Creative Director
  • Max Sellers – Associate Creative Director
  • Mirella Aponte – Senior Creative
  • Rebecca Brett – Senior Strategist
  • Rachael Bennett – Senior Content Manager
  • Will Monkman – Social Creative