Ex JDA Perth creative Jason Schragger takes Mini on world-first monster slow-motion 3D global ride

MINI, the premium car brand, via Amsterdam-based, BSUR, has thrown down the 3D gauntlet, hoping to set a new benchmark for international advertising.

In a world-first use of 3D slow motion technology, pioneered by MIT* scientists, the two-minute film entitled MINI vs Monster, is a high-performance, visual feast that will grip audiences when it opens in US cinemas in January before a global rollout.

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The film sees MINI doing battle with a mighty monster truck in its latest cinema, TV and internet blockbuster, which will leave audiences hanging on the edge of their seats wondering whether a mighty beast can jump 15.52 meters of the MINI family.

The film was directed by Robert Jitzmark, who employed a crew of 120, including six 3D technologists and scientists who were on hand to calculate the truck’s chances, and film with a 21st century 3D rig. The set required 30,000 cubic yards of sand to be imported and the entire shoot from preparation to jump took six days to complete. A mix of stadium lights and special helium-filled balloon lights helped enrich the 3D quality.

The MINI team is headed by Zimbabwe born, Aussie raised creativedirector Jason Schragger, who is a former creative at JDA, Perth and ECD of Lowe, Singapore.

Schragger, was at the jump and explained the inspiration behind the story: “MINI is a pioneer of automotive design and driver experience. Digital 3D is so new that we worked with all the best people we could find to ensure MINI vs. Monster delivers an exciting and immersive experience.

“3D technology makes you really feel like you are in the crowd and are part of the jump. When you see the monster truck flying, you see every detail, it’s better than being in the stands and you can’t help but gasp when the truck lifts off and skims the MINI Coopers. 3D is immersive and puts viewers at the heart of the action. It’s the future of screen advertising.” 

Online seeding, PR, Facebook and search engine marketing all support the campaign. Social media PR agency, Renegade Media, has created a Facebook and blogger outreach campaign, to engage fans around the launch.

Whether the monster truck made the jump or not is the starting point for Renegade’s digital activation. A Facebook takeover from 12 to 14 January saw characters from the film star in an online soap opera. Each day MINI invited each of the film’s main characters – including the driver, veteran trucker and stunt man Russell Steeley ­- onto the MINI Facebook page as a guest moderator, unveiling a 10-second teaser video staring the character, who interacted with fans and sparked conversations about the jump. 

MINI vs Monster will air in 90, 60, 30 and 20-second 2D formats, which are supported by a raft of assets, including a ‘making of’ film, trailers, teasers, and interviews with the cast and crew.

While TV technology can’t yet deliver the same 3D experience, a high-definition 2D version of the film will rollout globally on and offline – in the US, Germany and Italy.

By January 21 the 3D version will be in over 1,000 cinemas, and will have been viewed by over 5 million movie goers, with global online views of the 2D version expected to be strong as well.

*Massachusetts Institute of Technology

Creative Director: Jason Schragger

Client – MINI/BMW

Head of global advertising and social media: Robert Gocke

Global advertising: Piera Kaempf