The Brief: Promote the MINI Clubman as the model for a truly extroverted, experience-oriented and vibrant lifestyle.

Key Message: The Clubman is a lifestyle statement of unique and outstanding design, an automotive icon of originality and individuality.

Fourth Round Winner:

BWM
Do 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.

Runners Up:

Mark
More Room to Play
The MINI Clubman is an estate MINI with more room in the back, while still maintaining the fun, go-kart-driving ethos.
Credits: Creative Director: Gavin McLeod; Copywriter: Matt Weston; Art Director: Hazim Abdul Hamid.

Loop Branding
Bags More Room
The idea originally stemmed from the bag of Mary Poppins -- a bag that is small on the outside, and massive on the inside. By downsizing the car to personal proportions, it becomes the sort of item to carry with you wherever you go, loaded with everything you can squeeze into it. We felt that because baggage comes in all shapes and sizes, and is used by all sorts of people, this campaign had legs to roll out across a number of different expressions, covering off the diverse MINI target audience -- from hippy chick to the 21st century businessman.
Credits: Art Director & Copywriter: Stephen Harnwell Jones.

Gallery De Pasquale
Join the Movement
The Clubman sets a new benchmark in motoring artistry through edgy, avant-garde design, and superlative engineering. The ‘Join the movement’ campaign portrays the MINI Clubman as a work of art via three famous art movements, Cubism, Pop Art and Surrealism. The artists behind these said movements broke free of common conventions, through anti-conformist approaches and changed the way people viewed the world. This can be said for the MINI Clubman with regards to motoring, this is why we depicted it as not just a car, but as a movement in itself.
Credits: Art Director: Myke Fritz; Copywriter: Rhys Venning. 

The Creative Company
Smart Arse
The unique back end of the Clubman is too unique not to take advantage of. We admire the way the MINI brand has historically used a simple image backed up by a simple line. This is our homage to those campaigns.
Credits: Creative Director: Mitch Woodfield; Art Director: Mark Carbone.

BWM
Yours
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.

Honourable Mention:

Kakvas
Doable
The “DOABLE” campaign aims to create awareness of the MINI Clubman using a consistent and unique MINI image, quirky and entertaining boot content (which will, may, and probably won’t, fit in the Clubman), a provocative headline -- “DOABLE” and a cross-channel tagline link at the bottom of the ad – “WHAT CAN YOU DO?”
Credits: Creative team Cheryl Browne & Tomer Sagi.

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