Description
Brief
This advert is part of the MINI advertising campaign to ban boredom.
The campaign idea centres on defining boredom, the antithesis of what MINI stands for, and then shows MINI leading the fight against it. This campagin will hope to build on MINI"s position in British culture as a symbol of independence and spontaneity, with MINI acting as a weapon in the fight against the tedium of daily routine.
Solution
TV executions show another dull day on holiday on a crowded beach disrupted by a longboat fleet of MINI-driving, marauding Vikings, bringing excitement to an otherwise boring afternoon; and the tedium of one man’s day in front of the shopping channel interrupted by a MINI crashing through the walls and flattening his TV set. Each ad ends with the URL: http://www.banboredom.com/ encouraging viewers to visit the campaign website.
The campaign will broke on terrestrial TV on the 18th May and on satellite a week earlier.
The entire strategy was supported by special build posters in prominent site in major cities across the UK as well as the site and encouraged visitors to get involved with MINI"s campaign to ban boredom.
Credits
Art Director - Simon Robinson
Copy writer - Jo Moore
Group Account Director - Dan Martin
Planner - Herve Hannequin
Director - Traktor
Editor - Rick Russell
Post Production - MPC
Sound - Envy & Wave
Digital agency - Profero
TV media planning and buying - Vizeum
Outdoor media buying - Posterscope