As an integral part to the concept and event-oversight, I helped to level up MINI’s image by placing it at the heart of pop culture – gamescom. The world’s largest gaming fair was our stage of choice as we launched the all-electric Aceman concept car in collaboration with the electro Pokémon Pikachu. The car, with its playful features was displayed in an XXL toy packaging. The extended booth held numerous community-focused activations. 

The result? 850 million media impressions and proof that to be a love brand, you have to give love first.