MINI: Counterfeit

Counterfeiters beware! The insidious trafficking of fake MINI Coopers (an admittedly fictional problem) became the target of a multimedia campaign from Crispin Porter & Bogusky. TV spots, print inserts, outdoor placements and web alerts at MINI U

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Counterfeiters beware! The insidious trafficking of fake MINI Coopers (an admittedly fictional problem) became the target of a multimedia campaign from Crispin Porter & Bogusky. TV spots, print inserts, outdoor placements and web alerts at MINI USA's website led potential victims to the online home of the Counter Counterfeit Commission, where they could protect themselves by learning how to detect the unreal deals, and ordering an informative DVD. "It really is like an orchestra," says Crispin interactive creative director Jeff Benjamin. "You've got all these different media working together to create this one brand experience. One of the reasons I think this worked so well was that you could take in just one part of the campaign and still get an idea of the whole thing. You didn't have to experience everything in order to make sense of it. Plus, at the end of the day, the idea is so absurd to begin with that it allowed us to approach it from a really realistic standpoint. When you look at the videos, it's taken seriously, but you just know it's not true. And I think that's a really important aspect—that it definitely comes across as entertaining."
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About

Credits
Date
May 17, 2006
Editor:
Kirk Baxter
Director of Photography:
Scott Hendrickson
Executive Producer:
Stephen Orent
Director:
Bryan Buckley
Flash Designer:
Luis Santi
Interactive Producer:
Amy Blondell
Interactive Producer:
Paul Sutton
Designer:
Mike Ferrare
Designer:
Rahul Panchal
Copywriter:
Rob Reilly
Copywriter:
Franklin Tipton
Art Director:
Tiffany Kosel
Art Director:
Paul Stechschulte
Interactive Creative Director:
Jeff Benjamin
Creative Director:
Andrew Keller
Executive Creative Director:
Alex Bogusky
Development Partner:
Exopolis Exopolis
Production Company:
Hungry Man
Development Partner:
iChameleon Group
Post Production:
Outpost Digital
Editorial Company:
Rock Paper Scissors
Client:
MINI
Agency:
Crispin Porter + Bogusky
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