To launch the brand new MINI John Cooper Works - the most powerful MINI ever - we’ve been asked to create extra visibility for the car, despite a limited media budget dedicated to this niche model. Starting from a unique creative concept (A jet on four wheels), we decided to make something as crazy as potentially takable: make the MINI fly, or at least we let the whole Italy believe so. Not an ordinary flight though. We made it flight from Calabria to Sicily (3.1 Km), ideally unifying these to lands, giving a solution to a long time Italian issue. Actually, one of the greatest: “Il ponte sullo stretto di Messina” (“The Messina’s strait Bridge”). Where generations of politicians failed, MINI succeed. Results: all the national news websites and car magazines pages talked about it and posted the full length video, adding up to more than 1.000.000 views in few days (quite remarkable, compared to the size of the market niche). Watch the extended subtitled version here: http://tinyurl.com/oacmpn5
