MINI Design & Branding MINI COUNTRYMAN FLOW by Bsur Amsterdam

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Industry Cars
Media Design & Branding
Market Netherlands
Agency Bsur Amsterdam
Director Brian Beletic
Creative Director Jason Schragger, Joao Paulo Martins
Art Director Ben Tucker, Rolando Córdova
Copywriter Rob Phillips, Gian Carlo Lanfranco
Producer Corey Bartha
Released September 2010

Credits & Description

Category: Broadcast Design and Graphics Incl. Animation
Advertiser: MINI/BMW
Product/Service: MINI COUNTRYMAN
Agency: BSUR
Date of First Appearance: Sep 10 2010
Entrant Company: BSUR, Amsterdam, THE NETHERLANDS
Creative Director: Jason Schragger (BSUR)
Creative Director: Paulo Martins (BSUR)
Director: Brian Beletic (Smuggler)
Art Director: Rolando Cordova (BSUR)
Copywriter: Gian Carlo Lanfranco (BSUR)
Copywriter: Rob Phillips
Art Director: Ben Tucker
Producer: Corey Bartha (BSUR)
Planning Supervisor: Stein Janssen (BSUR)
International Group Account Director: Mia Drexl-Schegg (BSUR)
Account Executive: Thijs van Dam (BSUR)
Media placement: Film - Online - 1 September 2010
Media placement: Film - TV - 5 September 2010

Describe the brief from the client
Demonstrate the versatility of the first 4-wheel drive MINI: The new MINI Countryman.

Describe the challenges and key objectives
Create a simple visual element that communicates our message and can be easily adopted by every market of the world.

Describe how you arrived at the final design
We demonstrate MINI Countryman’s versatility and MINI signature agility by showing every way you can get from A to B, all at once. The MINI splits from 1 to 2 to 5 to 100. This simple and graphic design expression is key to bring the message to life. The latest good looking CGI-technologies combined with MINI's 'Italian Job' Hollywood heritage make the Countryman a true new member of the MINI family: exciting, designer playfulness.

Give some indication of how successful the outcome was in the market
The global launch of the MINI Countryman was a success, reaching over 200,000 YouTube views in the first 3 days after launch and more than 500,00 views in less than a month after launch.

The most prestigious car related publications embraced the concept and spread it everywhere.

A simple visual element made our message reach places that words can’t.