Role: Lead Writer & Campaign Development

MINI’s partnership with Dogs Trust set out to connect the brand with a nation of dog lovers, and establish them as Britain’s most dog-friendly car brand.

The work centred around a comedic sketch featuring known dog-fanatic Alan Carr and “Alan”, the poodle-collie cross.

Throughout the film Alan Carr is upstaged by his canine co-star, who demonstrates what good dog travel looks like. That light, character-led approach allowed us to reinforce MINI’s “Travel Happy” message without slipping into traditional product demonstration.

The campaign also drove audiences into The Hub on MINI.co.uk – a content platform housing a range of practical articles on travelling happily with dogs. Which gave the idea depth and substance beyond the film, with content developed in collaboration with Dogs Trust to ensure credibility and quality.

I led the tone of voice and writing across the platform, shaping a style that felt credible, warm and distinctly MINI. Informative without being worthy, and playful without losing trust.