Mini Cooper has recently launched a new campaign to celebrate their British roots, origin of the company, and to highlight their history and the significance of that past to their consumers. The strategy highlights artist Labyrinth, in a video driving through the city alone with empty streets, later showing a busy city when he gets out of the Mini Cooper he has been driving in.
Directed by Pareira O'Dell, this video features a new song Labyrinth sings while in the car, on the way to the studio to record this new idea/song called "Don't Fence Me In." It will soon become a studio-recorded piece for Mini, urging drivers and listeners alike to seek inspiration whether it be behind the wheel of a Mini Cooper, or simply in their daily lives. Labyrinth was given no boundaries or restrictions when writing the song or in its production. This collaboration will include a behind the scenes look at the making of the full video, and even records sold at many Mini dealerships to accompany their cars.
This idea of promotional material merges Mini's effort to convey their messages of being lost in the moment when driving a Mini Cooper and breaking boundaries behind the wheel, with unique music created specifically for the campaign. This special collaborative story brings music and the company's ownership mindset to a unique place. I thought this campaign was very clever in how they decided to portray Labyrinth in this video, using his original music with the idea that he is alone and centered when behind the wheel. The video also shows him driving to the studio in this car and then coming up with the song, depicting a source of creativity and uniqueness. Parer O'Dell and Labyrinth teaming up with Mini for this campaign proves to show exactly what Mini is trying to convey to consumers as a brand and what purpose their cars stand for, steering away from being "fenced in" and towards a more creative inspiration, behind the wheel of a Mini Cooper.
https://youtu.be/niT6JWbXEJY
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