MINI Film MINI Means Power by Serviceplan Poland

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MINI Means Power

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Industry Cars
Media Film
Market Poland
Agency Serviceplan Poland
Creative Director Jan Majle, Rafal Gorski
Released April 2018

Credits & Description

Client: MINI Premium Arena Lodz
Agency: Change/Serviceplan
Director: Rafał Górski
DoP: Paweł Kucharczyk
Producer: Paweł Kucharczyk
1 A.D.: Michał Guga
Cameras: Paweł Kucharczyk / Krzysztof Werner
1 A.C.: Krzysztof Hautz
Sound recording & design: Blażej Kanclerz
Clean up: Studio Waju
Special thanks: Wilki Łódzkie & Craig Parkinson (team coach and VO)
Photo ( Łukasz Ziętek
Produced by: Media Ready
Creative Director: Jan Majle, Rafał Górski
Client Service: Michał Tyburcy, Michał Kożuchowski
Published: April 2018
Since its iconic status was cemented in the 60s with images of fashionable women in the driving seat, MINI has endured and become a classic car. The new ‘MINI means Power’ campaign from Change Serviceplan, Poland addresses gender stereotypes and shows that men and women can enjoy being at the wheel of a MINI. Local dealership MINI Premium Arena in Łódź, together with Wilki Łódzkie (Wolfs of Łódź) - the local American Football league team, aims at breaking the stereotype of MINI being a car only driven by women, by showing a different aspect of the MINI. A stylish black and white film showcases the MINI’s qualities of confidence, respect, power and responsibility. These values are key to the communication online film and cinema spot that make up the
campaign. The campaign name "Mini means Power" encapsulates the philosophy delivered in the video voice-over by world-famous American Football Coach Craig Parkinson: “Be self-confident, be proud of who you are, and make the most of it. Respect others. The sign of respect is not given, it is earned. Control your power, wait for it, for the very best moment and BOOM.” Beautiful cinematography and direction is supplied by Director Rafał Górski and DOP Paweł Kucharczyk, with Production by Media Ready, a new company established to create inhouse video content within Group One/ Serviceplan (House of Communications, Poland).
Media Ready was created in response to the growing demand of clients for the delivery of budget-friendly yet attractive video content. At the head of the new company are Paweł Kucharczyk as Managing Partner and Rafał Górski as Creative Partner. Both declare that their ambition is to increase the quality of value for money on-line productions.