Mini USA has launched 'The Inner Drive' which tells the story of how the first Mini was introduced to the world in a new interactive way. This campaign is part of a broader redevelopment of Mini USA’s brand platform in the US to create a clear, consistent, and compelling voice in the marketplace.
Over 60 years ago, Englishman Alec Issigonis presented a new idea to the world – the Mini, a small, space-efficient, fuel efficient car that forever changed the automotive world. What started as an innovative idea on paper ultimately made the world rethink what it means to drive, while celebrating the power of small things.
Paying homage to the heritage of the MINI brand in the US, the campaign uses a tactile combination of illustration, light, and shadow, all captured in live action. Together the elements tell the story of how the first Mini came to be.
Created in collaboration with advertising agency 360i, Italian artist Virgilio Villoresi and illustrator Virginia Mori, 'The Inner Drive' centers around a 70-second film that unfolds within a handmade storybook.
The video tells the story of Alec’s creative journey from the moment he came up with his ground-breaking idea, through the manufacturing process and the presentation of the first car to a throng of reporters. Using a dream-like approach, the campaign showcases how persistence and belief in oneself can result in revolutionary ideas.
'The Inner Drive' was designed and shot over several days in Milan, Italy. Various versions of the film, along with hand-illustrated posters featuring quotes from Mini creator Alec Issigonis, will be showcased across social and online properties, as well as in cinema.
CLIENT: Mini USA
Rahul Mahtani: Communications & Launch Manager
Matthew Shukaitis: Marketing Manager
Menno Kluin: Chief Creative Officer
Piper Hickman: Executive Creative Director
WeiWei Dong: Executive Creative Director
Jorge Diaz: Junior Art Director
Emmanuel Rocha: Junior Copywriter
Kushal Birari: Junior Art Director
Lee Koppel: Junior Copywriter
Brian Gartside: Design Director
Carissa Ranelycke: Head of Integrated Production
Adrienne Darnell: Senior Producer
Sherri Chambers: EVP Brand Stewardship & Growth
Maggie Walsh: Director, Strategy
Linda Ferrara: VP Business Affairs
Patrick Soria: Project Management Director
Withstand Film: Production Company
Virgilio Villoresi: Director
Virginia Mori: Illustrator
Davide Ferazza: Executive Producer
Ilaria Celeghin: Line Producer
Alberto Ladduca: Music Composer
Valeria Vigano’: 1st AD
Giancarlo Morieri: Director of Photography
Manuel Granada: Camera Operator
Nana Lab: Set Design
Matteo Stefan: Prop Master
Emilio Sapia: Editor
Davide Lo Vetro: Colorist
Edward Cooper: Sound design/mix
Rory O’Shea: Voiceover Talent