Hasta La Creative!

Butler, Shine, Stern & Partners launched an extension of its “Defy Labels” campaign for BMW’s Mini ahead of the 2016 Rio Olympics, which opens this Friday. 

The Olympic push is centered around a broadcast spot featuring Olympians such as Serena Williams, fencer Ibtihaj Muhammad, rugby player Carlin Isles, weightlifter Morghan King, boxers Carlos Balderas and Claressa Shields, beach volleyball player Jake Gibb and swimmer Cullen Jones. Each of the athletes announces a label they’ve had applied to them reductively, such as “poor,” “black,” “immigrant” “Muslim,” and “cancer patient” (Gibb is a two-time cancer survivor), before Williams concludes, “The only label that matters is Olympian.” 

It’s a nice extension of the larger “Defy Labels” campaign and the different message helps the brand stand apart from the large pack of Olympics spots, most of which had debuts preceding this effort. The mix of Williams’ star power with relatively lesser-known Olympians is a nice touch as well, as is the decision to let Williams deliver the concluding line. A series of online interviews with individual athletes from the broadcast spot rounds out the effort.

“The campaign targets the Mini mind-set,” Tom Noble, head of marketing for the brand, told Adweek. “It’s about people who think independently. Our fans are people who appreciate design and also appreciate individuality. What we do know is that the Olympics indexes highly with our fans. They appreciate sports, and there are a lot of sports during these Games which are unique and different, only coming around every four years, and so this is a good platform to reach our audience.”

“We have a message that is topical if you look at what’s going on in today’s world, and you get a real, authentic view of what people’s struggles are and what they have overcome,” he added. “We believe having a relevant, inspiring message with a topical theme should cut through.” 

Credits:
Client: Mini
Agency: Butler, Shine, Stern & Partners
Chief Creative Officer: John Butler
Creative Director: Mark Krajan
Senior Art Director: Sinan Dagli
Senior Copywriter: Luke Zehner
Senior Producer: Lori Pisani
Head of Integrated Production: Adrienne Cummins
Account Director: Danny Peters
Account Supervisor: Michelle Finelli
Business Manager: Nihad Peavler
Director: Matt Baron
Company: All Day Every Day
Editor (TV):Pete Koob
Editor: Christopher Kasper
Editor: Andy Berner
Editorial Company: Cut & Run
Music: Joaby Deal
Music Company: One Union
Color Grading: Shane Reed
Color Grading Company: Apache
Finish: Jogger

Mini Cooper is out with an awesomely ruthless new ad, set in Singapore, that shows the automaker tricking people into test driving its product—by teaming up with a towing service and giving loaners to stranded motorists.

The consumer testimonials are dubious (as they tend to be in stunt videos like this). But real or fake, the ad makes quick work of indirectly digging at competitors, simply by showing Mini providing real utility in an inevitably frustrating situation.

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There’s also the implication of superior reliability—note the prominent Mercedes-Benz logo in one sad shot of a car lying dead on the side of the road. If that doesn’t drive home the point—that when other brands fail you, Mini won’t—the ad’s kicker does, with an excellent bit of snark. (Wishing the other cars a “speedy recovery” is tantamount to hustling them along to the junkyard.)

Still as fun as Mini would like you to think its cars are to drive, comparing them to go-karts might not be the best way to reinforce a message of dependability. But it’s nice to see a brand swoop in like a vulture to scoop up a rival’s business when it’s at its most vulnerable.

Now, it needs to start showing up at poorly marked no-parking zones, too.

Agency: Kinetic Singapore.

Minimod, c’est une alternative de logement innovante et intelligente qui nous propose une personnalisation de modules en préfabriqué du plus bel effet. Des créations sobres, minimalistes et élégantes, qui allie mobilité, durabilité et simplicité mises en scène avec des jolies images à découvrir dans la suite.

Com um comercial para o Halloween, a MINI mostra qual é a melhor forma de se escapar do perigo. E não apenas para gente “normal”, inclusive para serial killers preocupados com a própria integridade física.

O tema não é apenas pela graça, porém, pois a intenção da marca aqui é anunciar que o modelo Countryman foi escolhido, pelo terceiro ano seguido, como um dos carros mais seguros pela IIHS.

Criação da Butler, Shine, Stern and Partners.

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Desde que o mundo é mundo, a MINI trabalha a ideia de que seus carros oferecem diversão e prazer como nenhum outro. O histórico na última década colou essa percepção na cabeça dos consumidores e rendeu prêmios como nunca para as agências que atenderam a montadora.

Dentro da campanha “Not Normal” no Canadá, a MINI fez de seus carros um passeio de montanha-russa. É uma intervenção simples e barata, mas que chamou atenção nas ruas e se encaixou muito bem no conceito pretendido pela marca.

Criação da Anomaly.

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Mini is making the most of the summer season by introducing three incredible concept cars specially designed for campers—though you can't buy any of them (yet). And if they seem hard to believe, no wonder. At least one of them was previously unveiled as an April Fools' joke in 2012, but all three are now official Mini concept vehicles.

The most amazing is probably the Mini Cowley Caravan, an adorable trailer that comfortably sleeps two and comes with a twin-burner gas stove; a water tank with pump and sink; and a solar panel that charges the on-board battery, with a 230-volt connection that powers a fridge, TV and audio equipment.

The two other concepts are cool as well. The Countryman ALL4 Camp has a roof rack that cranks up into a tent.

The Clubvan Camper is almost a home on wheels—it has a spacious sleeping area for one; an extendable kitchenette with propane stove and chest fridge; a hand-held shower with water tank; a glass panel that can be opened for ventilation or stargazing; a kayak-looking storage rack on top; and a television and auxiliary heater.

Now, they just need to sell these things for real.

Segundo a MINI, dirigir e digitar é um ato responsável por duas mil mortes a cada mês no México. Para mostrar que as palavras podem machucar, a marca criou uma impactante campanha de mídia exterior no país.

Trinta letras, medindo 2.5 por 2.5 metros, foram espalhadas pela Cidade do México. As estruturas simulavam fraturas expostas, alertando para o perigo de conduzir um carro e enviar SMS ao mesmo tempo.

Essas instalações promoviam ainda um aplicativo para smartphone, chamado The Word Blocker. Através do GPS, o app identifica a velocidade do usuário, bloqueando automaticamente o recebimento de mensagens no celular. O rementente recebe uma resposta pré-configurada, avisando que o destinatário está dirigindo.

A ferramenta calcula ainda a distância percorrida com o bloqueio ativado, criando um ranking de “quilômetros seguros” entre os usuários do app.

A criação é da Publicis.

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A MINI entra no espírito dos Jogos Olímpicos de Londres 2012 não apenas lançando um modelo em edição especial, mas também chamando a Orquestra Filarmônica da cidade para tocar.

Porém, ao invés de instrumentos, as buzinas dos MINI’s é que executam o hino nacional da Grã-Bretanha.

O modelo MINI London 2012 Limited Edition terá apenas 2012 unidades fabricadas.

A criação é da WCRS London.

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Focus sur Efim Graboy et Daria Turetski, de véritables amoureux de la ville de Kiev en Ukraine. Armés de leur Canon 550D, ils ont filmé pendant 5 jours la capitale ukrainienne pour obtenir cette vidéo en technique time-lapse et tilt-shit réussie à découvrir dans la suite de l’article.

Previously on Fubiz

• Finding Oregon
• Floating Chicago
• Canary Sky – Tenerife

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Um MINI Countryman está preso apenas por uma corda. Cada vez que alguém dá like na página da marca no Facebook, uma chama acenda e queima um pouco da corda. Se o seu like for o responsável por soltar o carro, ele é seu.

Assim aconteceu na ação “Fan The Flame” na Bélgica, criada pela TBWA\Agency.com.

Provavelmente uma das maneiras mais criativas que já vi de se ganhar “likes” no Facebook. Muito melhor do que um simples “clique aqui e concorra”, que o regulamento da rede social do Markão nem permite.

Post originalmente publicado no Brainstorm #9
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