Our team in partnership with MINI USA presents, Defy Hunger Together, an exploration of the people and programs that serve communities where hunger is a daily occurrence. Through an investigative journalism series, we uncovered stories on the road to highlight challenges and focus on solutions to defy hunger in America. We far surpassed our goal of donating 825,000 meals to the national network of food banks. But perhaps more important, this video series -- both long-form feature films and short-form daily dispatches filmed across ‘MINI Takes the States’ tour stop cities -- served to elevate the MINI brand and change perception of the brand as one that cares deeply about important causes like hunger in America. We used emotional storytelling to build that perception change.

The overarching objective of this program was to shift brand perception and position MINI as a brand with a purpose and strong community by telling the unexpected stories of hunger in America. This program highlights MINI's involvement in the Feeding America initiative via its MINI Takes The States rally. Our team worked with MINI USA to track food insecurity and shortages throughout communities in North America. We traveled more than 4,300 miles through 15 cities from Atlanta to Palm Springs and told stories of the people who are making everyday differences in the lives of Americans with food insecurity. The campaign was refreshed throughout the rally, with 15 “dispatches from the road” supplementing three documentary style videos from our film crew. Our program also had a large social initiative, which was captured within the digital content experience through an integrated social feed updated daily during the rally.

19 total videos created (long and short form)

More than 400,000 video starts

More than 100,000 unique visitors interacted with content

More than 1,500 hours of exposure to content

More than 825,000 meals donated tied to program