MINI Clubman
Integrated campaign for the new Mini Clubman.
Concept & Art Direction

Context

Ride comfort, space and variability define the all-round properties of the new MINI Clubman, its modern interpretation of the classic establishing a distinctive style within the compact segment. Four side doors along with a versatile luggage compartment behind the two split doors at the rear ensure a high degree of functionality and the kind of creative use of space that is characteristic of MINI.

Concept and Execution

The concept of the campaign: “Open More Doors“, plays on one hand with the unconventional fact that Mini Clubman has 6 doors. But on the other hand, wants to be a call to openness, to the world, to friends, to life and to everything there is to discover in the new Mini Clubman.


Result

The stylishly staged main film strongly focuses on the new design of the Clubman, which according to Mini “should open further doors for new perspectives”. We also created a series of short and smart films, focused on the product features.




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