2C Takes New MINI Countryman on a Photographic Adventure with National Geographic

To marry the National Geographic and MINI Countryman brands, uniting them organically around their target consumers’ shared passion for adventure photography, 2C first developed a campaign logo for the MINI COUNTRYMAN ADVENTURE SWEEPSTAKES that captured attributes of both brands and brought consistency across all marketing collateral. The agency then extrapolated a toolkit from the logo development to create 20- and 10-second tune-ins tying the sweepstakes into the promotion of National Geographic Channel series, “America’s Natural Parks.” Finally, 2C approached the main 60-second vignette spot like “bonus content,” presenting a story of acclaimed National Geographic photographer Andy Mann out practicing his craft and showcasing MINI as an enabler of this mission. Equipment: vehicle-mounted stabilizing MoVi units, the Alexa Mini and 2 Sony 4K mirrorless cameras; an A7 for the dash cam; and a smaller A6300 for exterior car mounts.