Title	MINI BRUCE LEE HOMMAGE
Brand	MINI
Product/Service	MINI BRUCE LEE
Category	A04. Use of Merchandising/in-Store Experience
Entrant Company	M&C SAATCHI Milan, ITALY
Advertising Agency	M&C SAATCHI Milan, ITALY
Production Company	BEAUTIFULLY SIMPLE Milan, ITALY

Name	Company	Position
Luca Scotto di Carlo	M/c Saatchi Spa	Creative Director and Partner
Vincenzo Gasbarro	M/c Saatchi Spa	Creative Director and Partner
Armando Viale	M/c Saatchi Spa	Deputy Creative Director
Matteo Grandese	M/c Saatchi Spa	Deputy Creative Director
Olivia Nervi	M/c Saatchi Spa	Art Director
Federica Scalona	M/c Saatchi Spa	Copywriter
Davide Bergna	M/c Saatchi Spa	Account Director
Massimo Capucci	M/c Saatchi Spa	Head of Planning

The Brief

Celebrate the launch of the new MINI Bruce Lee Limited edition, the MINI dedicated to the great Master.

Campaign Success

A real Bruce Lee fan, can’t surely forget his iconic fight-move. In order to discover the MINI Bruce Lee Hommage flyer, the client will need to hit a wood-board with the precision of the Great Master. The headline “Eccola Lee” on the flyer plays with the Bruce Lee name in a word-game that actually sounds like “Here it is”.

Describe the success of the promotion with both client and consumer including some quantifiable results

Almost 10.000 boards broken around Italy.

Explain why the method of promotion was most relevant to the product or service

It’s a unique piece of merchandising for in store communication (Italian MINI Dealers).