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Mini: Don't Fence Me In by Pereira O'Dell
案例简介:
Mini: Don't Fence Me In by Pereira O'Dell
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Mini: Don't Fence Me In by Pereira O'Dell
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Automotive brand Mini USA has partnered with creative agency Pereira O’Dell to craft a new campaign – and cultural moment – in tandem with its Countryman model.The spot, 'Don’t Fence Me In,' follows musician Labrinth as he drives a Mini Countryman. Alone with his thoughts, the Countryman provides an oasis that sparks an inspired moment in the form of the song Don't Fence Me In.Thanks to the headspace and interior space of the Mini Countryman, Labrinth’s rendition of the American classic reflects his desire to roam, create, and explore freely – one that the Countryman enables. As he sings, the streets remain empty, symbolizing the space the vehicle offers its drivers. When Labrinth exits the vehicle, his moment of tranquility has ended and the city returns to its normal, hustle and bustle. Yet, his moment of inspiration continues as he enters a recording studio to sing the song from his drive.Don’t Fence Me In will become available as a full-length, studio-recorded song for Mini-drivers and more to listen to when they seek inspiration on the road. Mini and Pereira O’Dell gave Labrinth full creative control over its creation, so as not to “fence him in,” so to speak. Promotional premiums related to the song are also being pursued (ie vinyl record) to be employed at local dealerships and beyond. In addition to the song, the campaign includes behind-the-scenes social and video, print, digital, and social. Both Mini and Labrinth, both British-based, aim to heighten recognition among North American audiences through this campaign.CreditsPereira O’DellCCO Rob LambrechtsCreative Director Nick SonderupCreative Director Estefanio HoltzACD Copywriter Rachel McElrathACD Art Director Jordan YoungHead of Production Tennille TeagueExecutive Producer Gemma ConwayManaging Director Cory BergerGroup Brand Director Steve ScutellaroBrand Director Joelle HadayaBrand Supervisor Tiaan De NysschenBrand Manager Diana SoloagaDirector of Strategy Tom NaughtonStrategy Director John RedmondMINI USAPresident of MINI USA Thomas FelbermairHead of Marketing Department, MINI USA Patrick McKennaMINI Communication & Launch Manager Rah MahtaniMINI Brand Communication Manager Brian DeAngeloRESETDirector Marcus SoderlundDOP Pat ScolaManaging Director Dave MorrisonExecutive Producer / Bidding Jen BeitlerHead of Production J.P. ColomboProducer Ahnee BoyceEXILEEditor Robert LopuskiAssistant Editor Stephania DulowksiFlame Artist Derina DoorleySenior Producer Gwynne Evans ReidExecutive Producer Sasha HirschfeldBTSProducer + Director Eric GrossDoP David TayerStills PhotographyPhotographer Justin BettmanMusic SupervisionWinslow Bright @ Search Party
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