Iconic British Automotive brand, MINI, celebrates the new all-electric MINI Cooper and Countryman with a joyful campaign, directed by Daniel Wolfe (with production company, Anorak).
Developed by MINI's creative team, Marketing Agency Media Monks, and Creative Agency, Anomaly, with Post Production at The Mill, this global 360° campaign takes place in a new visual world that gives MINI a completely new face.
Always unconventional and full of ideas, MINI is an automotive legend that inspires throughout generations. In these two campaign films we see the familiar MINI Cooper exploring a stylish and charming world, whilst the larger MINI Countryman is more adventurous and curious.
With Will Hooper and Bradley Fletcher's creative direction, The Mill conceptualised and designed the abstract 'pumps' to emphasise product features. These quirky design moments were so wonderfully complemented by Technotronic’s ‘Pump Up the Jam’.
An extreme fisheye effect highlights how sensual, individual and playful the new MINI family is. The Mill's 2D Lead, Ed Taylor said, "working on this campaign was a pleasure, but certainly a challenge. My involvement in this project started in the early stages, to allow us to test the idea of combining elements from both fisheye and traditional lenses inside of live action footage to mirror the print campaign. These early tests helped us to lay the groundwork for such energetic commercials, that still stayed true to the print campaign."
