Any launch campaign for a car brand that doesn’t involve a car driving on an empty road is going to stand out but this launch campaign by Anomaly for MINI has so many more distinctive ingredients enhancing the car’s appeal. It’s a series of films in which Anomaly and MINI asked famous creators how they would launch the new MINI in their own distinctive way. They then gave them free rein to develop their own ideas. MINI’s Launched By _ campaign is unique, interesting and underlines the most enduring MINI asset – that MINI owners are a “family” people want to join.
Fashion legend, Sir Paul Smith leads the group, teasing the upcoming Paul Smith x MINI corporation project. Rankin shoots the most different MINI owners he could find. Contemporary artist, Lakwena, creates a giant mural that is testament to MINI’s joyful spirit. Charlie Cooper, reminds us of the Go-Kart feeling embedded in MINI’s DNA, thanks to his racing car maker grandfather John Cooper. Each member of the campaign’s creative collective delivers an entirely different, surprising revelation about of the all-new models.
L.A. Ronayne, group creative director, Anomaly, commented, “The new models have their own personalities, so they deserve to show up across the internet in different ways suited to each. Plus, it was a nice excuse to open up our creative team to knights, legends and the actual Cooper family.”
Sebastian Beuchel, head of MINI global brand management, stated, “Alec Issigonis, the creator of the classic Mini, was a creative thinker who captured his first sketches for a revolutionary new small car on a napkin. This attitude continues to shape us to this day. In our Launched by _ campaign, we show people who dare to do new things and inspire us with their ideas – each and every one in their own way. MINI stands for diversity, joie de vivre and the feeling of togetherness. As multifaceted as the driving pleasure with our new models is, so are the personalities and their stories in our campaign. This shows the meaning of the statement, ‘We are all different – but pretty good together’. Diversity – in any form – is an important driver of ideas and innovation for us.”
Eight 60-sec spots, featuring the eight creators and their respective models will play out across Twitter, YouTube, Linkedin, Facebook and Instagram.
The full list of icons bringing MINI’s ‘Launched By’ campaign to life:
- MINI ELECTRIC LAUNCHED BY Sir Paul Smith / Fashion legend / LONDON
- MINI JOHN COOPER WORKS LAUNCHED BY The Cooper Family / The family that put MINI on the map / UK
- MINI CONVERTIBLE LAUNCHED BY Lakwena / Artist / LONDON
- 5-DOOR MINI HATCH LAUNCHED BY Rankin / Photographer / LONDON
- MINI ELECTRIC LAUNCHED BY Miquela / Virtual Popstar, artist and activist / LOS ANGELES
- MINI JOHN COOPER WORKS LAUNCHED BY Briana King / Skateboarder and community organiser / LOS ANGELES
- MINI CONVERTIBLE LAUNCHED BY Tuba Geckil / Baker / ISTANBUL
- MINI 3-DOOR HATCH LAUNCHED BY Jonathan Jay Lee / Illustrator / HONG KONG
