Ex JDA Perth creative Jason Schragger takes Mini Countryman on a magical ride through Italy

Getting from A to B in the new MINI Countryman is where the trueadventure lies. In this film, BSUR, Amsterdam demonstrates the versatility of theCountryman by showing every way you can get to B, all at once. The MINIsplits from 1 to 2 to 5 to 100 and eventually it reaches itsdestination on the back of a ferry with a lot of adventures along theway.

The MINI team is headed by Zimbabwe born, Aussie raised creativedirector Jason Schragger, who started his advertising career at JDA, Perth. The team found the solution to the creativechallenge by creating a classic piece of cinema filled with high-techcomputer-generated and cutting-edge film technology.

VIEW THE SPOT

The solution, shot in downtown Milan and Lake Como, Italy, is the new “Flow” commercial, which highlights the versatility of the MINI Countryman. The spot dramatically demonstrates that getting from Point A to Point B can be done any way you want. The journey is the adventure.

To highlight this, “Flow” shows every passage possible, all at once. To achieve the effect, BSUR worked with director Brian Beletic and Sway Studios in Culver City, California.  Using Sway’s technology, the team was able to shoot real cars and mix them with computer-generated (CG) cars. The CG cars were driven in the same way as the real thing.

Says Schragger: “Flow takes the viewer on a ride from inner city to countryside Italy filled with fun and adventure. Experience the versatility of the perfect car for a getaway – the new MINI Countryman. Alongside “Flow”, six new 15-second idents have also been developed. The MINI Countryman has the same MINI values and the short idents are the best way to get that feeling across.”

From quick getaways to trips in the snow, each of the 15-second spots lets the viewer in on one more feature. There are Sushi chefs to explain the centre rail, a wall of snow for 4-wheel drive, a child that needs to pee urgently nicely gets the idea of 4 doors across, as does, of course, a stewardess.

The short idents were shot by Swedish director Robert Jitzmark in London, and will run internationally at various times through the launch phase.

Schragger (left) was born in Bulawayo, Zimbabwe but left for Australia in the early 80’s. He started his advertising career in Perth and stayed there for a few years until receiving a call from BBH and took a job in Singapore.

When MINI moved to Amsterdam he moved with them and is now International Creative Director for BSUR.