Filosofia | 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. |