Colenso’s campaign for MINI automatic emergency brake assist is designed to communicate instantly (rather like how the brake system works). The feature senses obstacles on the road in front of the car and automatically deploys applies the car’s braking system.

The Danger brakes for you campaign images show a foot, hoof or paw, each representing a potential road hazard applying the brake for the driver, and will run in social channels, print and OOH.

“We were searching for a quick and simple way to explain complicated tech. This idea felt fast and funny, which for us are the right two ingredients for making a memorable MINI campaign,” stated Simon Vicars, executive creative director at Colenso BBDO.

“As cars get more advanced, humanising the technology available becomes even more important, and the MINI brand is uniquely suited to do that in a fun way,” added MINI retail and network marketing manager, Victoria Abbass. “Danger brakes for you is visually disruptive and intriguing, but ultimately it’s so simple and that’s what we love about it.”

The series was shot by photographer, Mat Baker, and is the first campaign promoting MINI’s growing range of features. 

Credits

Client: MINI
Head of Marketing: Alex McLean
Retail and Network Marketing Manager: Victoria Abbass

Agency: Colenso BBDO

Photographer: Mat Baker