To help MINI stand out in a market full of lookalikes, I created #TheOriginalInMe, a platform that turned individuality into a brand asset. We invited people to express what makes them original, aligning perfectly with MINI’s heritage of bold, character-driven design. The campaign blended social storytelling with real MINI drivers and cultural talent across the region, making originality feel personal and proudly regional.

It was shortlisted at both the EFFIE MENA and AME Awards, recognized for strategic clarity and emotional cut-through.