The Drum Awards for Marketing - Extended Deadline

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Client: Mini
Date: Jan 2019
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Automotive brand Mini USA has partnered with creative agency Pereira O’Dell to craft a new campaign – and cultural moment – in tandem with its Countryman model.

The spot, 'Don’t Fence Me In,' follows musician Labrinth as he drives a Mini Countryman. Alone with his thoughts, the Countryman provides an oasis that sparks an inspired moment in the form of the song Don't Fence Me In.

Thanks to the headspace and interior space of the Mini Countryman, Labrinth’s rendition of the American classic reflects his desire to roam, create, and explore freely – one that the Countryman enables. As he sings, the streets remain empty, symbolizing the space the vehicle offers its drivers. When Labrinth exits the vehicle, his moment of tranquility has ended and the city returns to its normal, hustle and bustle. Yet, his moment of inspiration continues as he enters a recording studio to sing the song from his drive.

Don’t Fence Me In will become available as a full-length, studio-recorded song for Mini-drivers and more to listen to when they seek inspiration on the road. Mini and Pereira O’Dell gave Labrinth full creative control over its creation, so as not to “fence him in,” so to speak. Promotional premiums related to the song are also being pursued (ie vinyl record) to be employed at local dealerships and beyond. In addition to the song, the campaign includes behind-the-scenes social and video, print, digital, and social. Both Mini and Labrinth, both British-based, aim to heighten recognition among North American audiences through this campaign.

Credits

Pereira O’Dell

CCO Rob Lambrechts

Creative Director Nick Sonderup

Creative Director Estefanio Holtz

ACD Copywriter Rachel McElrath

ACD Art Director Jordan Young

Head of Production Tennille Teague

Executive Producer Gemma Conway

Managing Director Cory Berger

Group Brand Director Steve Scutellaro

Brand Director Joelle Hadaya

Brand Supervisor Tiaan De Nysschen

Brand Manager Diana Soloaga

Director of Strategy Tom Naughton

Strategy Director John Redmond

MINI USA

President of MINI USA Thomas Felbermair

Head of Marketing Department, MINI USA Patrick McKenna

MINI Communication & Launch Manager Rah Mahtani

MINI Brand Communication Manager Brian DeAngelo

RESET

Director Marcus Soderlund

DOP Pat Scola

Managing Director Dave Morrison

Executive Producer / Bidding Jen Beitler

Head of Production J.P. Colombo

Producer Ahnee Boyce

EXILE

Editor Robert Lopuski

Assistant Editor Stephania Dulowksi

Flame Artist Derina Doorley

Senior Producer Gwynne Evans Reid

Executive Producer Sasha Hirschfeld

BTS

Producer + Director Eric Gross

DoP David Tayer

Stills Photography

Photographer Justin Bettman

Music Supervision

Winslow Bright @ Search Party