| Заголовок | MINI Launch Campaign |
| Агентство | WCRS |
| Кампания | MINI Adventures - BMW |
| Рекламодатель | BMW |
| Бренд | MINI Cooper |
| Posted | Октябрь 2002 |
| Бизнес сектор | Легковые автомобили |
| Слоган | It's a MINI Adventure |
| философия | New MINI is a premium car for a new breed of style conscious motorists who wanted to downsize without losing status. Anything that reissued the past ran the risk of becoming a fad, a revamped, retro pastiche of a former icon. Genuine personality was what gave MINI its status. As such, the role of our communication was not about giving the car personality, but rather about giving MINI the space to demonstrate its genuine personality. We wanted to get people grinning again. The MINI adventure ads were an inspirational interpretation of our brief; scripts in which MINI is quite literally a hero - not a vehicle for the driver's heroism. The concept of dramatising MINI's personality was taken way beyond traditional advertising. MINI Adventures encompassed scaling the sides of buildings and a 'guerilla parking' scheme where MINI's appeared on roofs of cinemas & hotels. |
| Проблема | WCRS were appointed in July 2000 with exactly a year to reposition the new MINI before launch. It's iconic status was manifold but it carried the weight of its predecessor on its shoulders. The challenge lay in identifying how above the line communication could enhance the launch above and beyond the hype and define a role for advertising that would bring to life MINI's iconic status for the current generation |
| Тип медиа | На открытом воздухе / вне дома |
| Рынок | United Kingdom |
| Креативный директор | Leon Jaume |
| Арт-директор | Yu Kung |
| Копирайтер | Andy Brittain |
| Директор рабочей группы клиента | Giles Davis |
Больше работы
СМОТРЕТЬ ВСЕVicar
- БРЕНД:
- First Direct
- АГЕНТСТВО:
- WCRS
Tea Soaps
- БРЕНД:
- First Direct
- АГЕНТСТВО:
- WCRS
Texting
- БРЕНД:
- First Direct
- АГЕНТСТВО:
- WCRS