This is my winning entry with my copywriter, Jono Wright entitled ‘More’
These engaging, cheeky scenarios emphasise the practicality, versatility and functional attributes of the MINI Clubman. Each targets a sub-tribe of the extroverted, unconventional target market. Threesome has a risque, taboo content to appeal to the unabashed sexuality of daring women and wolfish males. Heist is a nod to the MINI’s ‘Italian Job’ heritage and an appeal to younger gamer-and-action-movies males, and implies the Clubman’s capacity, speed and agility. Shopping is a subtle throwback to the classic ‘exasperated couple’ themes of the original MINI era, and a relatable real-life situation that highlights the utility of the Clubman. It appeals to affluent, aspirational couples in modern relationships who avoid over-maturity as they age, and who can ironically view traditional gender roles.
Credits: Art Director: Ed Kua; Copywriter: Jono Wright; Photography: Nick May.
The other creative we did, ‘Yours’ became finalist in it’s own right.
These ads speak to the individuality and unique nature of the MINI Clubman. They highlight its customisability and demonstrate that your Clubman is not a cookie cutter car but a reflection of its owner’s personality. The myriad variations of models and options allow the target audience a chance to express their nonconformity and fierce individualism.
Credits: Copywriter: Jonathan Wright; Art Director: Edwin Kua; Photography: Nick May.