MINI vs Monster
Communicate the newly expanded MINI range, without diluting the MINI brands unique rebellious soul. Client mandatory: avoid dangerous driving.
Just showing a lineup of standing cars is not inspiring.
Wild at heart.
We used the newest technology to show the new MINI range: the worlds first slow motion 3D film. Millions watched a monster truck take on the expanded MINI range, not one MINI moved or drove dangerously.
YouTube views exceeded 100,000 in less than two weeks and are currently over 17 million views.