Imagine testing a self-parking car or experiencing a medieval jousting match from the hood of a MINI. Those were just two of the ideas that over 800 MINI owners submitted in a call to the brand’s 200,000 registered owners in its “Final Test Test Drives” competition as MINI sought contributions from its most passionate fans to launch its new MINI Cooper hardtop.
MINI and its marketing agency BSSP culled through over 800 ideas and shot 10 original films with Tool of North America that bring to life the real–and sometimes fantastical attributes of the new MINI Cooper hardtop www.MINIFTTD.com. Taking the input from its owners one more step, MINI then turned some designs and ideas into actual features that it is making available as ‘New Originals” custom options packages on select cars.
This "Anthem" commercial provides a taste of the overall campaign and the 10 films.
CreditsClient MINI Agency Butler, Shine, Stern & Partners John Butler, executive creative director; Steve Mapp, creative director/director; Lyle Yetman, creative director; Sinan Dagli, art director; Lucas Zehner, copywriter; Adrienne Cummins, director of broadcast production; John Riddle, producer; Richard Quan, executive producer. Production Tool of North America Erich Joiner, Ben Tricklebank, directors; Crille Forsberg, DP; Oliver Fuselier, managing director/exec producer; Kelly Christensen, line producer. Editorial Cleaver/Butler, Shine, Stern & Partners Eddie Ringer, Dave Becker, editors. Therapy Studios Doobie White, editor. Cut+Run Pete Koob, editor. Post Spy Post, Chris Martin, sr. colorist; Lori Joseph, exec producer. Music/Sound Design Yessian Michael Yessian, head of production/partner; Andy Grush, creative director; Dave Curtin, exec producer; Patrick O’Brien, producer; Jeff Dittenber, Weston Fonger, sound designers. Audio One Union Lauren Mask, studio manager; Joaby Deal, sr. engineer.
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More