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2C Takes New MINI Countryman on a Photographic Adventure with National Geographic

By

Kristien Brada-...
Thursday, May. 25, 2017

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To marry the National Geographic and MINI Countryman brands, uniting them organically around their target consumers’ shared passion for adventure photography, 2C first developed a campaign logo for the MINI COUNTRYMAN ADVENTURE SWEEPSTAKES that captured attributes of both brands and brought consistency across all marketing collateral. The agency then extrapolated a toolkit from the logo development to create 20- and 10-second tune-ins tying the sweepstakes into the promotion of National Geographic Channel series, “America’s Natural Parks.” Finally, 2C approached the main 60-second vignette spot like “bonus content,” presenting a story of acclaimed National Geographic photographer Andy Mann out practicing his craft and showcasing MINI as an enabler of this mission. Equipment: vehicle-mounted stabilizing MoVi units, the Alexa Mini and 2 Sony 4K mirrorless cameras; an A7 for the dash cam; and a smaller A6300 for exterior car mounts.

Credits

National Geographic Channel

Tom King – Consulting Creative Director
Melissa Marks – Senior Creative Director, Client Solutions
Leif Skillrud – Production Manager
Danny Bellish – National Partnerships Director, National Geographic

Mini USA

Lee Nadler – Marketing Communications & Launch Manager

UM

Thomas Perretta – Producer

2C

Chris Sloan – Chief Creative Officer
Brian Eloe – Live-Action/Creative Director
Nikki Coloma – General Manager, Senior Director, Operations
Pablo Coig – Editor
Jesus Martinez – Editor
Luis Martinez – Design Director
Bob Cobb – Graphics Executive Producer
Jessica Musumeci – Designer/Animator
Dmitri Zavyazkin – Colorist
Andy Fernandez – Designer/Animator
Ashley Hartford – Manager, Technical Operations
Kelly Lanman – Assistant Editor
Williams Naranjo – Assistant Editor

Collaborators

Lisa Goldsworthy – Line Producer
Kevin Emmons – Director of Photography
Aaron Magee – Designer
Cesar Haliwa – Audio Mixer

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