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WCRS uses adventure theme for Mini.(Mini Cooper S model)(Brief Article)
WCRS has taken an integrated approach for the launch of the Mini Cooper S model, using a combination of press, poster and online ads introducing a new tagline: 'It's a Mini epic.'
The campaign, launching on 8 June, shows a Cooper S driving through a mountain landscape, past dinosaurs and aliens, on a journey to the local corner shop. The press ads will appear in gatefolds, which will attempt to recreate the creative in the style of a technicolour film epic.
Posters will show a tiny country river being parted as the car drives through, and have been booked on megasites and special buildings in upmarket urban areas across the UK. An online game spoofs typical computer games by showing the Cooper S - which has wider wheels and a special scooped bonnet - negotiating various obstacles to get to the chip shop.
The 'epic' theme of the creative work is extended from the 'adventure' tag of last year's launch. 'The poster ...
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