Mini has enlisted prominent stop-motion artists to ply their trade – in the back of one of its cars.
The auto company partnered creators to develop its new advertising campaign in the trunk of the Mini Countryman. It did so to combat the perception that the Mini is indeed mini.
It collaborated with Kirsten Lepore (who created the ever disturbing Hi Stranger video) and Nix + Gerber to each develop a unique ad.
While Lepore’s creative ‘Underwater’ does as the title suggests and goes underneath the sea in the intensive animated movie, Nix + Gerber take the campaign to animated outback, complete with crackling fires against earthy tones.
Patrick McKenna, department head at Mini brand communications, said: “This campaign intends to demonstrate how the Mini Countryman offers the space and versatility to handle even the biggest adventures.
“The quality and creativity of the concepts conceived by these talented artists also align well with Mini’s design philosophy around the creative use of space, and our support of art and culture.”
The films were aired at the BAM Rose Cinema at the Brooklyn Academy of Art Monday 17 September. The work ran online and has accumulated more than 1m views each. It was delivered by 360i.
The ‘Created in a Countryman’ campaign outlined the spaciousness of the car, some 17.6 cubic feet cargo space with the rear seat in use, and 46.7 cubic feet when folded flat. It also highlighted that the model was completely redesigned in 2017 to accommodate consumer feedback, particularly on storage space.
It comes as parent company Volkswagen announced that it will no longer develop The Beetle, a sister model that found a place in culture and spawned an array of unforgettable advertising campaigns.
Vote for the work below in The Drum’s Creative Works.