MINI - "The faith of a few"

Jung von Matt / Spree

Jung von Matt / Spree Berlin, Germany

Awards

15615

Brand: MINI
Country: Germany

Advertiser: BMW/MINI

Title	The faith of a few
Agency	Jung von Matt / Spree
Campaign	The Faith of a Few
Advertiser	BMW/MINI
Brand	MINI
Date of First Broadcast/Publication	2017 / 9
Business Sector	Cars
Story	Few people believed car maker John Cooper when he claimed a Mini could become a racing car. The film takes us back to the 1964 Monte Carlo rally, where Mini designer Sir Alec Issigonis warns: “John, this will never work.” As the car speeds off, we hear other negative comments from the press and spectators. But they eat their words when the Mini crosses the finish line first. Shot on location in Monte Carlo, the ad features cars and advertising billboards from the original rally. The crew also used 1960s camera technology. Original 1960s camera technology, as well as cars and billboards from the period, create the authentic feel of a film capturing the moment a Mini Cooper won the Monte Carlo Rally, against all expectations. Editing, colour and sound design create an exciting and immersive experience as we cheer the little car on.
Story (original language)	The new MINI John Cooper Works carries forward the epic legacy of a racing legend.Visionary Formula One car maker John Cooper saw motorsport victory in the classic Mini before anyone else. His unrivalled underdog story proves that the faith of the few can change the minds of many.In 1964, at the start of Rallye Monte-Carlo, everyone doubted the Mini. Starting with the designer of the Mini, Sir Alec Issigonis, who had warned John Cooper when the latter had the bold idea of putting a powerful engine in the tiny family car:”John, this will never work”.As the car sets off, Issigonis’s remark is joined by others comments from the press and the spectators. All these expressions of disbelief become interwoven in an intricate, tension-filled soundtrack that picks up the pace as John Cooper’s Mini starts to overtake opponent after opponent in the hairpins above Monte Carlo. The symphony of naysayers is promptly silenced as the sweet little tin can crosses the finish line first. The biggest challenge for the sound designers was balancing the voices so that the entire composition has a thrilling, haunting feel, rather than a repetitive one.The film was shot entirely on location in Monte Carlo. We painstakingly recreated the original race using car models and even advertising billboards from the original rally in 1964. The crew also used camera technology from that period.
Media Type	Web Film
Length	103 seconds
Creative Director	Till Eckel
Creative Director	Stefan Amtmann
Creative Director	Christian Woelky
Account Manager	Florian Wollner
Account Manager	Steffen Schumann
Art Director	Dustin Przibilla
Art Director	Sebastian Hoelzer
Copywriter	Lena Charbonnier
Director	Daniel Wolfe
Production Company	Anorak