We focused on photography, cinematography and sound design instead of taking a more traditional, narrative-based approach to film.
From musicians to artists to designers, MINI has always had a place in the hearts of creatives the world over.
So teaming up with Dark Mofo – Tasmania’s foremost arts and music festival – seemed like a natural partnership. It was an opportunity for MINI to champion the arts in Australia and showcase the inventive spirit that has made MINI an iconic brand.
Our brief was to create and execute a content campaign that celebrated both brands concurrently and promoted the partnership. In response, we created ‘The Dark Road’.
We took ten MINI Clubmans from Melbourne across the Bass Strait on the Spirit of Tasmania and began a three-day road trip from the north of the island down to Hobart. The journey took in some of the most dramatic scenery that Tasmania has to offer.
Dark Mofo is an audio-visual spectacle – so we wanted to produce content that was visually striking and aligned with the festival while remaining true to MINI’s own DNA.
Our solution was to focus on photography, cinematography and sound design instead of taking a more traditional, narrative-based approach to films.
We subtly presented both brands in a series of mysterious posts and Stories on Facebook and Instagram in the days leading up to the festival. All our content was highly stylised and our Stories were dark vignettes of our road trip set to a brooding, ominous soundtrack.
The series culminated with a hero video that revealed the road trip in its entirety and the partnership. The video was published on Day 1 of the festival and showed the trip in its full beauty. The content reached over 67,000 people organically and attracted more than 12,000 unique visitors to the website.