MINI

The Cultural – a narrative film series

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Insight - Objective

Development of a below-the-line concept that generates PR and positions Mini within the post-modern target group where they are lacking brand recognition. The concept is part of the overall campaign motto „Go with your Gut“ that goes along with the launch of the new Mini Clubman.

Concept - Strategy

We created a short film series called The Cultural to enhance the cultural relevance of the MINI brand. It all starts with the creation and distribution of great content and ends with the right audience who celebrates it and spreads the word. It really doesn‘t matter any longer if it‘s branded entertainment or entertainment. What matters is, if it‘s a great story.
Message + Acceptance + Reach = Content Marketing Value

Distribution, aggregation and media channeling is generated in a unique way through the people
we brought on board. MINI earned attention instead of buying it.

Output - Impact

The cultural films were featured on global top lifestyle online platforms such as Nowness, Hypebeast and Highsnobiety. The directors & actors posted the customized content (15 sec. Instagram movies, Youtube edits, Behind-The-Scene photos) on their personal social media accounts with up to 100k followers each. Well-known media publications such as Fast Company, Daily Motion and Rolling Stone featured the films and related stories. The Cultural generated 320.000.000 M Monthly Unique Visitors and 1.5 M Social Media Contacts/Likes.

Skills

Communication Development

Content Development

Digital

Event & PR Concept

Film

Key Creatives

Aaron Rose
Andre Saraiva
Matt Black
Emily Kai Bock
Alex Zhang Hungtai
Iconoclast
Ana Kras
Cigue
Scott Campbell

Scott Campbell in

This WAY is my way

by Andre Saraiva

Andre Saraiva & Scott Campbell

ANA KRAS in

BOMBONICE

by AARON ROSE

Ana Kras with director Aaron Rose

CIGUE in

MATERIALIZED INSTINCT

by MATT BLACK

THE FOUNDER OF CIGUE

ALEX ZHANG HUNGTAI

LAST LIZARD

by EMILY KAY BOCK

DOP EVAN PROSOFSKY