Open More Doors

Working on the global campaign of a big car brand is a huge chance for every creative.
It is also a pain in the ass. The concept needs to work in multiple markets that have totally different cultural backgrounds. And the spots must include lots of driving scenes and beauty shots. Like a lot.

The launch campaign of the new Clubman wasn’t any different – a thrilling roller-coaster ride with lots of ups and downs.

Instead of a traditional liftgate, Mini Clubman has two split rear doors, which offers a much bigger cargo space and a highly customisable interior design. We took this unique feature and transformed it into an emotional benefit: In the hectic urban life, more space and more options create more possibilities. Openness takes us to new places.

I came up with the line “Open more doors”
and as the whole team, we probably wrote
21763 scripts until all markets agreed on the spots that you see here. Nevertheless, I am
quite contented with the outcome.
And that’s what roller-coasters are all about, right? We hate the ride, but as soon as it is over, we want to do it again.

Launch Film