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How CP+B crafted its award-winning work for BMW’s quirky car
Alex Bogusky, executive creative director at Crispin Porter + Bogusky, remembers the anxiety that followed final approval of the first round of the agency’s Mini Cooper work in January 2002. On a plane, he picked up a newspaper to see a front-page story on the rise in SUV sales. “We felt people were ready to move away from SUVs, and our campaign was consciously trying to be a catalyst for that change, but the forecasters certainly didn’t foresee any backlash,” he says.
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