In 2010 MINI/BMW released the new Countryman to the world, the first 4 door and 4-wheel drive MINI. Also, the biggest MINI ever made. The size was the main communicational concern, as we wanted the Countryman to be perceived as 100% MINI.
To make clear that the Countryman is a true MINI, we got inspired by the “Italian Job” one of the most iconic pieces of communication ever done for the brand. Using the latest CGI technology, we took over the streets of Milan, multiplying a red colored MINI Countryman and turning it into an icon.
The Countryman became the best-selling model in the brand portfolio, overtaking the iconic “Cooper S” and the advertising film became one of the most awarded automotive ads in the world, earning accolades at The One Show, Cannes Lions, D&AD, Clio Awards, New York Festivals, Eurobest, etc.