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2005 Advertising Annual
 :: Mini integrated campaign
Mini integrated campaign
Featured in:
2005 Advertising Annual
"Campaign Description: To launch the MINI Convertible in over 50 countries, we focused on the coolest thing about owning an open top car: you get to jump in. By always showing the top open, the car is always ready to go after jumping in over the doors, a masculine right of passage to any open motoring experience. The Jump campaign allowed us to introduce the MINI Convertible in a way that was completely unique from other competitive models. No sun-splashed beaches, or curvy roads on picture perfect days. Instead, we focused on real environments, with real drivers and showcased the signature look of the car with active, dynamic and stylish images.

Execution: We launched the Jump campaign internationally with television and followed that effort with print ads and MINI dealership posters in the US market. In addition to the TV and print, we also developed a Web site at that highlighted a montage of outtakes from the TV production.

Response: The Jump work was eaten up by MINI enthusiasts and new convertible prospects that were brought into the brand via the launch of the new car. The highly graphic imagery was a hit with consumers as poster prints of the ads flew out of dealerships and Web visits to spiked sharply in the days following its launch. On the heels of the Jump effort MINI went on to exceed sales projections for the new MINI Convertible in 2004."
Jamie Bakum
, Beam Boston/Jed Grossman/Paul Keister, art directors
Bob Cianfrone/
Birch Norton
, Beam Boston/David Povill/Bill Wright, writers
Steve O'Connell, associate creative director
Andrew Keller/
Birch Norton
, Beam Boston, creative directors
Dave Batista
, Beam Boston/Alex Bogusky, executive creative directors
Emily Taylor, designer
Jamie Bakum
, Beam Boston/
Zach Gold
/Sebastian Gray/Peter Hetzmannseder, photographers
Sebastian Gray, art buyer
Juan-Carlos Morales/
Sam Roach
/Mike Wislocki, programmers
Andrew King/
Marc Leuchner
/Mike Wislocki, animation
Mike Wislocki, 3-D modeling
Oscar Rivas
Will Znidaric
, editors
89 Edit
, editorial company
Ronnie Ross
, music
Eddie Alonzo
, sound designer
Gerard de Thame, director
Julieana Stechschulte, print producer
Fabayan Daw
Kris Polinsky
, producers
Teri Vasarhelyi, agency producer
Bill Meadows, agency music producer
Paul Sutton, interactive producer
Bob Cagliero
, executive producer
David Rolfe/Rupert Samuel, executive agency producers
HSI Productions, production company
Crispin Porter + Bogusky, ad agency
MINI, client

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