Once again, we received a wonderful selection of top quality entries to the MINI CREATIVE Challenge, which encouraged agency creatives to come up with a campaign to promote the John Cooper Works   

The Brief: Promote the John Cooper Works model as a brand for extreme (driving) fun, with an unconventional attitude.

Key Message: The emphasis is on extreme driving fun - through premium engineering, quality and integration rather than sheer speed.

Third Round Winner:

The Creative Company
Mintendo
This idea was based on combining extreme fun with the John Cooper Works driving experience. Controlling a MINI is as fun as playing a video game.
Credits: Creative Director: Mitch Woodfield; Art Director: Mark Carbone.

Runners Up:

M&C Saatchi
Break the Limits
The MINI John Cooper Works gives you extreme driving pleasure. So some limits are going to be tested, or even broken.
Credits: Art Director: Jason Ah Tow; Copywriter: Michael Harris.   

Gallery De Pasquale
Fun up your drive
Driving should be fun and in this execution this notion is realised. So to depict the element of amusement in motoring I substituted the MINI John Cooper Works with some of the more extreme rides at an amusement park to portray the idea of extreme driving fun.
Credits: Art Director & Copywriter: Rhys Venning.

The Creative Company
Speed Stick
The John Cooper Works MINI is the fastest model in the MINI range. Every time you're behind the wheel, you have the ability to go fast. This was the simplest way to communicate the speed of the MINI.
Credits: Creative Director: Mark Carbone; Art Director: Mitch Woodfield.

Scott Wilson
A different direction
Escape expectations in the new John Cooper Works from MINI. To entice the businessman to break-out and buy a MINI.

kma20
Size means nothing
Unlike other sports cars, the John Cooper Works MINI has shifted the focus from sheer drive speed, to an ultimate sports drive experience. This campaign will emphasise the key message of premium performance and supporting elements of power, agility and customisation.
Often sports cars are referred to as an extension of the owner's 'manhood'; a fix for middle aged men looking for that extra inch of fun in their otherwise softening lives. This concept appeals to the target audience by putting a humorous spin on that adage.
Credits: Art Director & Copywriter: Patrick Types.

Childseye Studio
Fortune favours the bold
This concept came about by discussing the 'extreme' nature of the MINI John Cooper works. It was then decided to go down the path of comparing driving a MINI John Cooper Works with extreme sports, but further to this we wanted to use humour. Using the mouse, with the helmet and the insinuated challenge of getting the cheese, demonstrates that a MINI John Cooper Works is only for the bold risk taker.
Credits: Designer: John Lam, Concept/Tagline: Laura Jackson & Campbell Rooney.

Meerkats
Meet the Coopers
John Cooper Works is steeped in tradition - a point we need to seed in the Australian public.
Steeped in what? An extreme racing car heritage as demonstrated by the family portrait.
Credits: Copywriter: Paul Coghlan; Art Director: Rodrigo Cassini.

Meerkats
Worn out shoes
Extreme driving fun is all about putting the right foot down on the accelerator. We thought a simple way to get this across is by showing the right shoe is way more worn out than the left shoe.
Credits: Copywriter: Paul Coghlan; Art Director: Rodrigo Cassini.

Honourable Mention:

Mark
What would John do?
John Cooper was more than just a mechanic. He was a modern day prophet - his name embodying the relentless pursuit of speed, agility and innovation. So if you share these pursuits, the path to attainment is simple. Follow your prophet and ask yourself, "What would John do?"
Credits: Art Director: Robert Concepcion; Copywriter: Ben Yabsley.

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