The Brief: Position the MINI Countryman as the first MINI SVU for a truly extroverted, experience-orientated and vibrant escape.

Key Message: The MINI Countryman is a lifestyle orientated machine with unique and outstanding design.

Round 5 Winner:

Dave Gregory "Storm Cooper"

I played with the white and black of the MINI Countryman promo. And, whilst there were no limits in this brief, including Star Wars means you can't go wrong! Whilst seemingly just playful, the storm image and all that the reader knows about this iconic movie conjures up a powerful feeling of what this car is about. This then ties in with a pun that will resonate with the web savvy demographic along, with internet memes such as the 'May the 4th' emails, which are sent every year.

CREDITS: Art Director & Copywriter Dave Gregory.

Runners Up:

Christian Duffy "Leader"

Friends, Romans, well you know the rest. A famous line once used by Mark Antony in the play Julius Caesar by William Shakespeare, later used in speeches throughout history to win over a crowd. We now look to do the same with the all new MINI Countryman. The aim of this line is to cleverly announce that there is a new leader in town.

CREDITS: Art Director/Copywriter: Christian Duffy.

Adlads: "Love Your Mudder"

One of the pure joys of driving a 4WD comes from getting out and putting it through its paces, and then from displaying the results as a badge of pride. Even in an urban setting, the 4WD driver seeks out that boggy patch on the driveway, that gravel end of the parking lot, and revels in the opportunity to test their mettle and their car’s capacities. With a eminently capable off-roader like the MINI Countryman, a dirty exterior is proof that this is no show pony but rather a true all terrain vehicle.

CREDITS: Art Director Edwin Kua, Copywriter: Jonathan Wright.

Adlads: "Go Ahead, Cut Some Corners"

The biggest benefits of driving a 4WD MINI Countryman are being able to bend the rules, to take the (dirt) road less travelled, to colour outside the lines and to know you’re in the smarter 4WD, not just the bigger one. This campaign uses the wide open vistas and the enticement of exploring that rugged turnoff or straightening that bend, while reminding us that an oversized urban assault vehicle is not necessarily the best suited 4WD. The conspiratorial tone of the ‘go ahead’ message hints at the excitement and rebellious fun that unmistakably are at the heart of the Countryman’s appeal.

CREDITS: Art Director Edwin Kua, Copywriter: Jonathan Wright.

Adlads: "No Signal - Get Used to It"

The object of this ad is to illustrate the off-road capabilities of the Countryman by taking a potentially negative aspect and making it a positive. The freedom of driving away from civilisation is also freedom from the hassles of urban life, including intrusive or unwanted communication. The Countryman promises escape, offering the seductive allure of being able to take off in any direction, unbound by the constraints of pavement. With the off-road capabilities of the MINI Countryman you can truly get out of the modern grind and just drive until you find serenity.

CREDITS: Art Director Edwin Kua & Copywriter: Jonathan Wright.

The Creative Company: "Now Reaching the Most Remote Areas"

We wanted to demonstrate the Countryman's ability to go where other vehicles can't. We decided to be creative with the print medium to communicate that message.

CREDITS: Creative Director: Mitch Woodfield, Art Director: Mark Carbone.

Badjar Ogilvy Melbourne: "Inside Out Adventure"

The ‘inside out adventure’ pays homage to the Countryman being a vehicle that delivers adventure on many levels. Playfully confusing, the ad questions where the adventure is. Is it the places it can take you? Is it the customisation to suit your lifestyle? Is it the journey itself? It’s all these things.

CREDITS: Art Director: Rory Ellis, Copywriter: Nick Bongiorno.

Nicole Scherer & Lucy Piper: "Just Divorced"

The MINI that allows you to leave it all behind you in exchange for a vibrant escape. Don't look back – this car can handle any road that lies ahead. Bring it on!

CREDITS: Art Director: Nicole Scherer, Copywriter: Lucy Piper.

Mark: "Playground -- Fun off Road"

The new MINI Countryman combines that famous MINI go-kart feeling with a powerful 4-wheel drive. Now, the fun is not just limited to the road.

CREDITS: Copywriter: Gavin Chimes, Art Director: Tommy Cehak, Creative Director: Gavin Mcleod.

Honourable Mention:

Blaze Advertising (Y&R Brands): "MINI Without Boundaries"

The MINI Countryman is positioned as the “the MINI for a truly extroverted, experience-oriented and vibrant escape” so what better way to show that than the ultimate “vibrant escape” -- a Safari. We have devised a campaign centred around the idea that the Countryman is the MINI with no boundaries.

CREDITS: Creative: Scott Deakin.

The overall MINI CREATIVE Challenge winner will be announced in the first issue of 2011.

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