SenateSHJ Studio’s partnership with MINI celebrated the essence of the brand, the art of cinematography and delivered content strategies that achieved results.
Dark Mofo: MINI partnered with Dark Mofo – Tasmania’s foremost arts and music festival – to champion the arts in Australia and showcase the inventive spirit that has made MINI an iconic brand. To support the partnership, we created and executed a content campaign “The Dark Road”, taking ten MINI Clubmans on a three-day road trip across Tasmania. The trip was documented in a series of mysterious social posts and stories, culminating in a hero video that celebrated the partnership. The posts were an audio-visual spectacle, drawing inspiration from photography, cinematography and sound design. The content reached over 67,000 people organically and attracted more than 12,000 unique visitors to the website.
Millbrook: The name Millbrook is rich in history, as a nod to the Millbrook Proving Ground in Bedfordshire, UK, where new cars have been put through their paces for decades. To celebrate the release of the limited edition MINI JCW Millbrook to the Australian market, we took the car to Melbourne’s Sandown Raceway with a professional stunt driver. The resulting hero film, social cut-downs and photography created the core advertising assets for the Millbrook campaign.
Byron Bay Surf Festival: MINI is famous for being a small car, but as they’ve grown up so have their models, which now include an SUV – the MINI Countryman. MINI partnered with the Byron Bay Surf Festival to mirror their story of growth from humble roots, and to inspire drivers to get more out of their car. We supported the partnership with a content strategy, including creating a series of videos of pro-surfers, using traditional filmmaking techniques as well as aerial and underwater cinematography. The videos were published on MINI’s owned channels, by the Festival and promoted via the surfer’s accounts. An extended article and long form video helped to drive additional traffic to MINI’s website.