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Reading: MINI Promos Automatic Emergency Brakes In ‘Danger Brakes For You’ Via Colenso BBDO
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B&T > Campaigns > MINI Promos Automatic Emergency Brakes In ‘Danger Brakes For You’ Via Colenso BBDO
Campaigns

MINI Promos Automatic Emergency Brakes In ‘Danger Brakes For You’ Via Colenso BBDO

Staff Writers
Published on: 4th May 2021 at 9:50 AM
Edited by Staff Writers
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MINI is promoting its growing suite of smart features, starting with automatic emergency brake assist, a feature that senses obstacles on the road in front of the car and automatically applies the car’s braking system.

To bring the benefit of the technology to life, MINI teamed up with Colenso BBDO to create the ‘Danger brakes for you’ campaign.

A series of images show a foot, hoof or paw, each representing a potential road hazard applying the brake for the driver.

Colenso BBDO executive creative director Simon Vicars said the agency was searching for a quick and simple way to explain complicated tech.

“This idea felt fast and funny, which for us are the right two ingredients for making a memorable MINI campaign,” he said.

MINI retail and network marketing manager Victoria Abbass added: “As cars get more advanced, humanising the technology available becomes even more important, and the MINI brand is uniquely suited to do that in a fun way.

“’Danger brakes for you’ is visually disruptive and intriguing, but ultimately it’s so simple and that’s what we love about it.”

‘Danger brakes for you’ will roll out across social channels, print and OOH, and was shot by photographer Mat Baker.

Credits for the campaign are as follows:

Client: MINI

Client: Alex McLean, head of marketing

Client: Victoria Abbass, retail and network marketing manager

Agency: Colenso BBDO

Photographer: Mat Baker

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TAGGED: Colenso BBDO, mini
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Staff Writers
By Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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