An extraordinary short film by
Oscar-winner Joachim Back marks the launch of the new MINI Convertible. MINI
has launched the third phase of the new MINI Convertible campaign with the
release of the short film “This Day Forward” on the campaign website
mini.com/stay-open and on YouTube. The film was directed by award-winning
director Joachim Back, who won the Oscar for Best Short Film for “The New
Tenants” in 2010.
Reason or passion? Sometimes
it takes several attempts to figure out what we really want. Protagonist Jake
finds himself in such a situation, in which he has to decide whether to sell
his record label in a deal worth millions or reject the offer and continue to
pursue his dream in the music business. A total of three episodes, in which
Jake relives the day of his decision, show how Jake gradually resolves to
follow his heart. The film’s unique narrative mechanism, which reveals
different facets and details of the story step by step, creates suspense and
visualises the implications of Jake’s dilemma.
With this story, the short film personifies in
Jake both the MINI target group’s positive and cosmopolitan attitude to life
and the character of the new MINI Convertible – freethinking and open-minded,
with a zest for life.
The short film entitled “This Day Forward” was
shot on location in and around Miami and the Florida Keys. The Gulf Coast, with
its white beaches and palm trees, and the multicultural, open-minded city of
Miami correspond to the positioning of the MINI Convertible. The screenplay was
written in close cooperation between MINI and the agency WCRS in London;
Oscar-winner Joachim Back was directing. The Danish director’s experience with
short films makes him the ideal creative partner. With his ambitious cinematic
aspirations and love of detail, his work for the MINI Convertible goes far
beyond the classic promotional film. His interpretation of the MINI
Convertible’s character creates something quite unique.
The fact that the campaign
centres on a short film, rather than classic advertising media, underlines the
new MINI brand strategy, with a stronger focus on authenticity and content.
With a short film, MINI is deliberately distancing itself from regular
advertising media and setting a new benchmark. In this way, MINI is responding
to the changing needs of its target group, for whom classic advertising is less
and less relevant. Instead, the campaign relies on Jake’s relevant and
authentic story to convey MINI’s core brand values of passion and a positive
attitude to life in an emotional and contemporary way.
“By presenting the MINI Convertible attitude
in a unique film, we are able to create a sustainable and authentic experience
with an intensity that cannot be achieved in a regular ad”, explains Marc
Lengning, head of MINI Brand Management.
The short film is the heart of
the global MINI Convertible campaign. The campaign claim “Stay Open” symbolises
the diversity of its target group and ties in with the “Always Open” campaign
for the previous model. On a rational level, it highlights the possibility of
driving the new MINI Convertible with the top down for even longer, thanks to
new product features. On an emotional level, it reflects the free-spirited
attitude of its target group, which is always cosmopolitan and open-minded.
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