The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Creative Effectiveness / Automotive / Cars / Motorcycles / Trucks
Annual ID
OS26_CE012M
MINI creatively challenged the conventional sales model with its limited two-eletric-viehcles lineup: No Basic Offers.
Instead of leading with base variants, the brand reintroduced its small cars exclusively as Special Editions — rejecting to follow the volume‑driven approach of mass‑produced, look‑alike EVs. Leveraging China’s supply‑chain advantage, MINI created 12 culturally and heritage‑rich editions within a year, all built on the core model lineup and released through a drop‑style launch strategy.
This creativity‑driven sales model turned launches into a ritual of anticipation, sharpened brand differentiation, and delivered significant growth in engagement, sales volume, and average selling price.
Instead of leading with base variants, the brand reintroduced its small cars exclusively as Special Editions — rejecting to follow the volume‑driven approach of mass‑produced, look‑alike EVs. Leveraging China’s supply‑chain advantage, MINI created 12 culturally and heritage‑rich editions within a year, all built on the core model lineup and released through a drop‑style launch strategy.
This creativity‑driven sales model turned launches into a ritual of anticipation, sharpened brand differentiation, and delivered significant growth in engagement, sales volume, and average selling price.
2026 Awards
Total Points: 3
Merit
Credits
Agency
TBWA\CHINA / Shanghai
TBWA\Bolt / Shanghai
Associate Creative Director
Summer Xia
Chief Creative Officer
Ronnie Wu
Group Creative Director
Ata Zhao
Designer
Yufei Sun
Executive Creative Director
Mo Chen
Head of Strategy
Pires Guo
Senior Art Director
Nico Huang
Zhangjun Gao
Senior Copywriter
Yingkun Li
Account Manager
Rye Zhou
Associate Account Director
Even Chu
Business Director
Lorraine Zhang
Chief Executive Officer
Joanne Lao
Head of Production
Christine Chen
Project Manager
Charlotte Fan
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