The Brief
Bernard Brand and Jess Lupton of Wondermerk Productions were tasked with creating photo assets to highlight the MINI value service offerings through high-quality and authentic photography.
The assets were shot on location at the MINI Sandton and Midrand branches and cover the full spectrum of the MINI service experience.
MINI has always been loved for its unique heritage, creativity, and intelligence. The representation of the MINI service offering had to encapsulate these qualities. The campaign invited current and aspiring consumers to join the MINI family by framing our value service offering as not only professional but deeply personalized.
This feeling comes with being part of the family. The photography style was real and authentic, like the photographs you would see in an intimate, yet beautifully captured family photo album. Natural light, visually interesting, and daytime photography were used to avoid excessive staging, capturing a moment in time.
Credits
Agency
Client
Andisiwe Sokutu for BMW
Agency
Wunderman Thompson
Chief Creative Officer
Theo Ferreira
Creative Director
Danny Druion
Senior Art Director
Bianca Rudolph
Digital Account Manager
Nomalanga Mphuthi
Production Manager
Lee-Ann Booysens
Production
Photographer
Bernard Brand
Producer
Jess Lupton
Stylist
Schalk Myburgh
Hair and Makeup
Lyn Kennedy
Nicci Moolman
Digital Assistant
Retang Sebeka
1st Photographer Assistant
Fanus Beetge
2nd Photographer Assistant
Pierre van Vuuren
