Draftfcb: In pole position with Mini
Last Thursday during the morning rush hour, Mini put drivers waiting at the traffic light near the opera house in pole position with a guerrilla poster. The message was clear at first glance: «Speed yourself up.».
The surprising guerrilla poster was stretched out like a movie set in front of the drivers in seconds by promoters. With a complete race track, including grandstands and fans, it attracted a lot of attention. The image montage was created especially for this location to create the perfect illusion. The special Mini Ace model catapulted its drivers from a standstill to the permitted top speed and beyond in next to no time, according to the campaign's message.
Draftfcb/Lowe designed the current guerrilla campaign as part of the ongoing MINI special model campaign.
Responsible at Mini: Eveline Bauert (Head of Communications), Daniela Geiger (Marketing and Sales Mini). Responsible at Lowe: Daniel Comte (ECD), Frédéric Nogier (AD), Tizian Walti (text), Rolf Jeger and Nina Marti (consulting). Photography and image retouching: Matter of opinion. Promotion: Spool.
