MINI Outdoor, Case study Injured Text by Publicis Mexico

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Injured Text

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Industry Cars
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Mexico
Agency Publicis Mexico
Director José Barrera
Creative Director Luis Enriquez Ramirez, Gabriel Ramos- Jessica Apellaniz
Art Director Bastien Grisolet
Producer Laura Acevedo, Claudia Shelley
Account Supervisor Alfredo Necoechea
Editor Camille Mandoki
Released May 2013

Awards

Wave Festival, 2014
Design Design Gráfico BRONZE
Promo Produtos e Serviços - Direct / Promo BRONZE

Credits & Description

Advertiser: MINI COOPER
Agency: PUBLICIS MEXICO
Category: Mobile Marketing
Advertising campaign: INJURED TEXT
Account Supervisor: Alfredo Necoechea (Publicis)
Postproduction: Franz Zavala (Effects Or Films)
Photographer: Adolfo Fiori (Fhmtcgi : Jef Prod)
Retouching: La Souris Sur Le Gâteau (Publicis)
Worldwide Creative Director: Erik Vervroegen (Publicis)
Innovation Director: Federico De Mateo (Publicis)
Innovation Copywriter: Orlando Montiel (Publicis)
Creative Director: Jessica Apellániz (Publicis)
Innovation Art Director: Leonardo Corrales (Publicis)
Account Director: Mark Nakamichi (Publicis)
Innovation Creative Director: Nelson Hernández (Publicis)
Art Buyer: Aurélie Lubot (Publicis)
Art Director: Bastien Grisolet (Publicis)
Producer: Claudia Shelley (Publicis)
Chief Creative Officer: Héctor Fernández (Publicis)
Director: José Barrera (Publicis)
Creative Director: Luis Enríquez (Publicis)
Editor: Camille Mandoki (Effects Or Films)
Sculptures: Ivan Ramos (Selva De Concreto)
Producer: Laura Acevedo (Publicis)

Execution
When you text while driving you are 4 times more likely to have an accident severe enough to cause serious injuries. One of the fastest car in Mexico is MINI, so as part of their corporate social responsibility program MINI decided to do something about it.

Outcome
1 in 4 MINI clients asked about the app.Earned media exceeded US$40,000 in the first month.So far we’ve had more than 33,000 safe kilometers.In just one week, there were more than 10,000 tweets and comments on Facebook.Apple refused to participate in the project because the app limits the iPhone’s functionality.

Client Brief Or Objective
People in Mexico are used to text while driving, even it is prohibited, they keep doing it.The main reason people think it's not that dangerous, they are aware that they can damage their car but they haven't realized they can get seriously injured.So the challenge was to connect in their minds texting with injuries.

Implementation
We created letters with the texture of cars, and then we damage those letters to feel flesh and bone inside. This design was part of a multi-touch campaign. The design was brought to life in 3D, an app to prevent people from texting and driving. The campaign is still ongoing, but so far the results exceeded our expectations just in one week, there were more than 10,000 tweets and comments on Facebook.