We had an outstanding number of top quality entries to the MINI CREATIVE Challenge (Round Two), which encouraged agency creates to create a campaign to promote the new MINI D.

Brief: Promote the new MINI D as one of the most economic and environmentally friendly cars in Australia.  

Key Message: The MINI D has recently been launched to the Australian market. It's the arrival of the first Diesel MINI in Australia, making it one of the country's most economic and environmentally friendly cars.

ROUND TWO WINNER:

Junior: Growth Rings
Rationale: Thinking green is thinking for the long-term benefit of the planet. This is a visually honest execution that expresses the long-term minimal impact of the Mini Cooper D, in the growth rings of a tree.
Credits: Creatives: Gabriel Woodmansey & Simon Fleming.

RUNNERS UP:

Mark: Re-Cycle. Re-use
Rationale: The new MINI D uses 90 per cent recyclable materials. This is a key feature of its international branding concept called MINIMALISM. I have created fictional and novel examples of everyday household objects using unique parts of the MINI, playing on this idea of ‘recycling’.
Credits: Art Director: Christina Duffy.  

BadjarOgilvy: Tank on Left
Rationale: This was the most simple way to communicate that the MINI D can travel so far on a single tank and you'll have so much fun doing it because you're doing it in a MINI, that you'll need to remind yourself which side to fill up on.
Credits: Creative Director: Michael Knox; Art Director: Joe Hill; Copywriter: Rebecca Griffiths; Retoucher: Steve Simmonds.

Mark: Drive with a Clear Conscience
Rationale: Driving a car with lower emissions is a great way to have a bit less guilt. And if your conscience is clear, well, you can do whatever you please.
Credits: Art Director: Gavin McLeod; Copywriter: Hamish Stewart.

M&C Saatchi: Less In, More Fun Out
Rationale: The MINI D requires a paltry 3.9 litres per 100km and yet delivers a driving experience akin to a go-kart. You effectively put less in and get more fun out of it than any other car. We use the analogy of something that’s a lot of fun to experience (like a bouncy castle) while requiring very little input to run.
Credits: Creative Director: Ben Welsh; Copywriter: Matt Weston; Art Director: Nick Bonney.

Mark: Nature Won't Notice You
Rationale: The modest CO2 emissions of the MINI D will ensure that its presence will hardly be felt by nature.
Credits: Creative Director: Gavin McLeod; Art Director: Fabian Hupfauf; Copywriter: Alister McCann.

M&C Saatchi: Not All Hippies Are Broke
Rationale: For the hippies out there who aren't on welfare, the fuel-efficient MINI D is the dream car.
Credits: Creative Director: Ben Welsh; Art Director: Dan Bolton; Copywriter: Barney Packham.

Tim Forte and Dan Forrestal: Made for Planet Earth
Rationale: It’s a beautiful world we live in but human activity has done a lot to damage it. We’ve been selfish and forgotten that we’re at the mercy of the climate and the elements. The MINI D starts to bring the world back into order. Every step of the design and construction has our home planet at heart.
Credits: Art Director: Tim Forte; Copywriter: Dan Forrestal.

HONOURABLE MENTION:

Alistair McAlpine: Very Planet Friendly
Rationale: With the new MINI D you don't have to drive a boring car like a Toyota Prius to be enviro-conscious.

Gino Campagnaro: Environmentally Fun
Rationale: The MINI D is eco-friendly but it also packs a punch. We are bored of environmental cars that lack style and speed. Perception is that 'green' cars have to go slow and look awkward. This campaign show that the MINI D is 'green' with the forest backdrop and it loves playing around trees. The trees also love MINI D as well. The slingshot conveys that it is fast and fun! Slingshots also conjure up childhood memories of mischief and excitement.

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