Mini readies concept car film for social media audience

Mini is launching a global online campaign to promote its "vision for the future" concept car, the Rocketman, which will be unveiled on Tuesday (1 March).

The two-minute film, created by Amsterdam-based agency BSUR, will screen on YouTube, Twitter and Facebook, in a bid to build buzz around the car's unveiling at the Geneva Motor Show next month.

The film, produced by Amsterdam-based PostPanic, combines live action with 2D and 3D animation that explains Mini's inception in 1959, it's evolution to the present day and the firm's "vision for the future".

The three-seater concept car is 3.4 metres long and has a space-saving carbon-fibre cross frame.

The doors feature double-hinged joints and integrated sills, while the interior can be configured in three different ways due to its sliding seat system. The car will only go into production if there is a favourable response from Mini fans.

Jason Schragger, BSUR's executive creative director, said: "It's great to see an iconic brand like Mini change the way we see future mobility. Again. We wanted to show how the thinking today is inspired by the rebellious nature of the original Mini design. So we took this opportunity to show Mini evolution through the years and finally into the future."

The film has been directed by Mischa Rozema from PostPanic. The creative director is Jason Schragger, art direction is by Rolando Cordova and the copywriter is Karl Dunn.


Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published