Goodbye Pork Pie is to Mini in New Zealand as The Italian Job is to Mini in Europe. So, to drum up some interest in the new Mini Hatch in this part of the world, Mini, DDB and director Matt Murphy—the son of the original film’s director Geoff Murphy—set out on a mission to remake a classic scene from the movie. And the final clip premiered this week.
To launch its new Hatch, Mini New Zealand recently embarked on a mission to bring a slice of Kiwi cinema history back to life. And after asking Kiwis to show their true Blondini colours, participate in a few challenges and compete to win a place in the passenger seat during the reshooting of Goodbye Pork Pie’s classic chase scene around Lake Hawea, it’s now moved on to the second phase of the campaign and released some behind-the-scenes footage of the shoot.
Premium cars have long associated themselves with fashion brands. And BMW has become much more fashionable in New Zealand in recent years, with Kathyrn Wilson named as an ambassador and NZ Fashion Week added to its sponsorship portfolio last year, which saw a fleet of X1s getting a wrapping. BMW-owned Mini has been on that track for a while, having been officially linked with local fashion house Stolen Girlfriends Club for three years. And to celebrate both the launch of the new Mini Paceman and the label’s new range, the “muscular coupe” has become a model itself after being wrapped in the Death Moth print.
As director and filmmaker Tony Kaye said to the gathered marcomms folk yesterday afternoon during his mad but wise speech, “you’ve just got to keep making shit”. And of all the shit that was made in the past year and a bit in this country, DraftFCB’s Driving Dogs for Mini and SPCA was chosen as the best.
For the past few years, Unitec, Special Group and Naked—which has recently closed and been reborn as Open—have tried to bring a bit more chutzpah to the education sector and change the impression of the institution in potential students’ minds, first with the ‘Change Starts Here’ docu-ads and then with the trade-focused follow-up, ‘We Make the People who Make it’. And in a slightly surprising victory, the campaign managed to beat out the big boys for the best in show prize at last night’s Media Awards at the Langham.
DraftFCB and Mini are on a bit of a roll at the moment, with SPCA’s Driving Dogs winning pretty much everything in sight (it has been shortlisted four times at the prestigious Festival of Media, second only behind ASOS’ best night ever with five). And the pair are victorious once more, with the ‘Ducks’ ad taking out News Works’ newspaper ad of the month for March and the Mini newspaper NIM campaign getting a special mention.