Mini: The Inner Drive by 360i

Agency: 360i
Client: Mini
Date: Feb 2020
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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.

Credits

CLIENT: Mini USA

Rahul Mahtani: Communications & Launch Manager

Matthew Shukaitis: Marketing Manager

AGENCY: 360i

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

PARTNERS:

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

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