THE ELECTRIFYING TEST DRIVE
| Title | THE ELECTRIFYING TEST DRIVE |
| Brand | MINI ITALIA |
| Product/Service | MINI ELECTRIC |
| Category |
E02. Ambient Outdoor |
|
Entrant
|
M&C SAATCHI Milan, ITALY
|
|
Idea Creation
|
M&C SAATCHI Milan, ITALY
|
|
Production
|
UTOPIA Milan, ITALY
|
Credits
| Luca Scotto di Carlo |
M&C SAATCHI |
Executive Creative Director |
| Vincenzo Gasbarro |
M&C SAATCHI |
Executive Creative Director |
| Matteo Grandese |
M&C SAATCHI |
Creative Director |
| Alessandro Candito |
M&C SAATCHI |
Creative Director |
| Margherita Zanvit |
M&C SAATCHI |
Account Director |
| Giorgio Locatelli |
M&C SAATCHI |
Account |
| Bianca Beonio Brocchieri |
M&C SAATCHI |
Account |
| Massimo Capucci |
M&C SAATCHI |
Head of Planning |
| Federico Fornasari |
M&C SAATCHI |
Production Director |
| Federico Fornasari |
Utopia |
Executive Producer |
| Nicholas Grundy |
Utopia |
Producer |
| Giovanni La Monaca |
Utopia |
Production Manager |
| Amilcare Canali |
Utopia |
Cinematographer |
| Piermaria Agostini |
Utopia |
Cinematographer |
| Roberto Minotti |
Utopia |
Cinematographer |
| Fulvio Bonavia |
Utopia |
Photographer |
| Tomaso Lisca |
Utopia |
Photographer |
| Luigia Sergio |
M&C SAATCHI |
Post Producer Manager |
| Manuel Savoia |
Utopia |
Editor |
| Simon Gottlieb |
Utopia |
VFX |
Cultural / Context information for the jury
MINI exists to bring a spark into everyday life. So we brought a spark into an everyday electric driving...we made it fun, the MINI way.
We played on simple insight: we all already experienced the fun of driving electric at least once in our life. When? If you are millennial - our core target - we would say in your childhood. Remember your slot-car electric racing track? Remember that feeling? Now thanks to MINI Electric you can have it back.
But strategies are always all good in words. We needed something more. We needed to make it real.
So we made it real, by creating an unprecedented electric car test drive.
A walk-in event placed in the heart of one of the most iconic city areas, Corso Como, famous for clubbing and for style. A crowded hub of Milan, popular among stylish high spending people in their 30s.
Please outline the innovative elements of the work
When we were kids, playing with toy electric cars was the ultimate fun.
But today's electric cars seem to lack high performances and may be seen as boring.
Well, not the New MINI Full Electric. Let's bring the fun back.
In the historical city centre of Milan we recreated a familiar toy electric car racing track: a 210 metres-long ambient media installation letting awe-struck guests experience the ultimate fun and high performances of New MINI Full Electric, during two electrifying test-drive days.