Re-launching the electrifying MG brand

The return of an iconic marque required bold communications, especially given the total transformation of the MG brand. Now electric-focused, Brilliant’s new one-word tagline: “EVolve”, spoke to this brand, driver and industry evolution. Underpinned by the agency’s positioning of ‘affordable fun’, the campaign featured bold art direction and pithy headlines to play to a younger audience, propelling a marque that was unrecognisable to enthusiasts and unknown to many firmly into the spotlight.