Cannes Lions

MINI

BUTLER SHINE STERN & PARTNERS, Sausalito / MINI / 2008

Film

Overview

Entries

Credits

Overview

Description

Hammer and Coop was an action-packed homage to the classic car/buddy TV shows of yesteryear. Hammer is a loveable tough guy with looks that kill and karate punch that isn’t too shabby either. Coop is a talking MINI Cooper with ball bearings of steel. Together they are on the run and kicking asphalt. The integrated campaign consisted of six webisodes, a music video, OOH, online, print and never before attempted media placements, including the first faux back cover of Rolling Stone ever. The whole time Hammer and Coop were treated a real characters of a real show.

Execution

Hammer & Coop was teased like an actual Hollywood premiere rather than a car launch. We used cinema trailers and outdoor spectacular billboards. The trailer was also “leaked” to popular video sites.On the day of the car launch, two webisodes went live on HammerandCoop.com. Every other week for the next few months, a new webisode was posted. At the same time, integrated content began running in popular culture and men’s magazines. Maxim, Stuff and Blender ran fashion spreads. Men’s Health created a tear-out workout poster. And for the first time ever, Rolling Stone created a faux back cover.There were movie posters, iron-on t-shirt graphics, even an autographed 8x10” glossy. Dealers received 80s style lunchboxes and graphics to create their own Coop. The duo was also integrated across many interactive emerging media platforms. From mobile video to Second Life, from video games to Fark.

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