THE VERTICAL PLAYGROUND
4. Outdoor Kancils [4.7 Best outdoor-led integrated campaign]
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Links:
Product/Service:
The MINI Countryman
Client:
MINI
Brief:
Automotive advertising had become a sea of sameness. Beautiful cars on beautiful roads, driven by beautiful people. And outdoor billboards? Mostly oversized posters with little imagination.
For an industry built around the joy of driving, its advertising had become rather joyless.
But MINI has never been one to follow the crowd. With iconic design, legendary go-kart handling and an unmistakably playful spirit, MINI believes the road is a playground.
Our challenge was to bring that same spirit to automotive advertising. To break away from conventional, flat billboards and create outdoor experiences that were as fun, distinctive and impossible to ignore as the cars themselves.
Solution:
MINI PRESENTS: THE VERTICAL PLAYGROUND.
If the road was MINI's playground, why couldn't billboards be one too?
We transformed ordinary billboards into larger-than-life experiences that celebrated MINI's playful personality.
First, a giant UFO abducted a life-sized MINI Countryman, showcasing its out-of-this-world looks. Months later, the Countryman made an epic comeback, returning to the billboard by parachute.
Then, we brought MINI's racing heritage to life by adding a giant 3D hairpin bend to another billboard, demonstrating its legendary go-kart handling.
And the fun didn't stop at the roadside. Each billboard's story continued through social content and Fake Out-of-Home (FOOH) videos, extending MINI's playground from streets to screens.
We didn't just put MINI on billboards. We made billboards more MINI.
