Anomaly Shanghai signs off MINI China account with a book launch featuring their best work
To mark the culmination of a prolific five year-long creative relationship with MINI China, Anomaly Shanghai has published a book about the stories behind some the most talked about work that they created for the client. Titled “非常MINI” (translation: Extraordinarily MINI), a pun off Anomaly’s Chinese name, the book not only presents the strategic intentions behind the work, it also reveals some of the secrets behind its productive partnership.
The featured work demonstrates Anomaly’s unique offering in the market, focusing on more than just the creation of advertising, but holistic creative solutions that address a brand’s core business challenges. Examples include Urban Matters by MINI – an IP about urban living solutions, Colour is Poetry – a user-generated campaign that celebrates MINI’s car colours in a uniquely social way, and The Nomad Hotel by MINI – an actual glamping-based travel product that continues to sell out since it was first launched in 2018.
“We’re incredibly proud of the legacy we’ve created with MINI, which not only set new standards for automotive advertising here in China, it laid the foundations for the MINI brand’s continued growth, with sales outperforming expectations,” says Nickel Lui, General Manager (MINI) Anomaly Shanghai.
To launch the book, Anomaly has created a pop-up exhibition in the middle of Shankang Li, a popular lifestyle and creative hub in downtown Shanghai. Inspired by the “maximum experience, minimum footprint” design philosophy of MINI, the exhibition condenses five years-worth of work into the nostalgic format of a Chinese newsstand – a sight that used to be common on street corners around Chinese cities.
“Over the years, we developed incredibly strong relationships with our partners at MINI China, along with MINI’s dealers, fans and owners in China. This book is a celebration of what happens as a result,” adds Clarence Chiew, Executive Creative Director (MINI) at Anomaly Shanghai. “The passion we continue to have for the MINI story is infectious and real, and we’ll forever be fans of the brand and its values.”
The exhibition will be open to the public from 19 January – 11 February 2022, 1030am – 730pm daily, at Shankang Li, 810 Shaanxi Bei Lu, Shanghai. Further enquiries may be directed to together@anomaly.com.
