The MINI CREATIVE Challenge (14)

The Brief
Promote the new MINI Cabrio as a convertible car with no compromise.

Key Message
True open driving, combined with go-kart handling. A combined with go-kart handling. A convertible with clever sue of space and a stylish new look.

FIRST ROUND WINNER:

Mark: 'Scratch And Sniff'

Rational: The MINI Cabrio is an experience, which activates all the senses. You feel the wind in your face, you taste the moisture in the air, and you smell the environment around you. You discover what true open driving really is. To highlight this, we have designed a 'scratch and sniff' press ad.

Second Idea Rational: The Mini Cabrio combines true open driving with superior, go-kart handling; bye, bye pooch.

Credits: Art Director: Tommy Cehak; Copywriter: Gavin Chimes & Mitch Alison

RUNNERS-UP:

Lenna Boland: 'Never, Not Even Now'
Rational: If you're a true convertible driver you'll drive through any conditions, and never put the top up. Just like the MINI Cabrio itself, you'll never compromise on the thrill of true open driving.

Brain Surgery Pty Ltd: 'Micky Loves Mini'
Rational: Everyone knows Micky loves Mini. But now, more so than ever given that she has taken her top off. Cars and sex are have been intrinsically linked throughout advertising history and this is no different. This MINI is clearly a sexy beast and Micky is showing her a standing ovation.
Credits: Creative Director: Mick Hunter

Dynamix: 'Knob'
Rational: A one off ad that's provocative, simple and open. Due to the MINI Cabrio's great handling the only thing you've got to worry about (or enjoy) when it's raining is the slippery knob. Don't even think about putting the top up.
Credits: Creative Director: Ryan Hill
Art Director: David Edwards
Copywriter: David Edwards
 
Shane Kielly & Lenna Boland: 'Nothing Compares'
Rational: In keeping with the overall essence of the MINI brand our visuals are fun, cheeky and exaggerated. We see an alien leave his spaceship behind in deference to a MINI. Other executions would follow this lead. Why compromise when you can drive the CABRIO.

M&C Saatchi: 'Live Roofless'
Rational: Our cars are an extension of our personalities. You can get an idea of a person by the car that they drive. Because of this thinking, and that the new MINI Cabrio is the car made without compromise, that means the drivers too cannot be compromised. Therefore, they would want to drive the car when and where ever they feel like it - all without compromise.
Credits: Creative Director: Ben Welsh
Art Director: Jason Ah Tow
Copywriter: Fiona Hanks

HONOURABLE MENTION:

Lifelounge: 'Never Shut'
Rational: The iconic MINI, in the iconic convertible form, deserves an equally iconic element to its print campaign. This campaign submission aims to redefine the wonderful word 'open', to make it wholly and proudly a synonym for the MINI Cabrio brand.
Credits: Art Direction: Michael Pham
Copywriter: Chris Cork

Don Mitchell: 'Let's MINI Silhouette'
Rationale: I wanted to get away from the usual 'formula' car ads. Using the iconic shape of a MINI Cabrio, this idea is based on seeing it as a window to the ultimate drive, no matter where that is for you.

M&C Saatchi: 'Saying Sorry'
Rational: Britain has given Australia a lot; a queen we didn't need, hundreds of episodes of Coronation Street, Benny Hill, the Spice Girls - the list goes on. Even so, the new MINI Cabrio makes up for it all.
Credits: Creative Director: Graham Johnson
Copywriter: Oliver Devaris

CREATIVE ALSO LIKES:

Jonathan May: 'Change Conditions Ahead'
Rational: Open the top of the New MINI Cabrio and get open-road driving, without even leaving the city’s inner-west.
Credits: Art Director: Jonathan Palasty
Writer: Nathan Bilton
Photographer: Jonathan May

Drift Creative: 'Fitting into Small Spaces'
Rational: Sometimes broadsheet printing plates don't line up exactly. Throughout the newspaper it will appear that there has been a printing mistake. On the last page it is revealed that the yellow lines are an advert for MINI. Lay out the paper and you will discover a life sized MINI. See how clever the MINI is at utilising small space.
Credits: Creative Director: Nick Blair
 
M&C Saatchi: 'What's Inside is Outside'
Rational: When you're inside a MINI convertible you're also outside.
Credits: Creative Director: Michael Harris

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