MINI | BOOST | 2008
The Details Are a Mystery, But the Gold Is Real / MINI "BOOST"
In 2008, MINI won gold with a piece called "BOOST." Just from the title, you get the sense it's going to give you a push forward. But what it actually involved, I still don't quite know.
The problem
MINI has always struck me as a brand that packs a huge amount of playfulness into a tiny car. In the advertising world too, they've had a reputation for experimental, craft-heavy work. Back in 2008, campaigns that moved back and forth between digital and the real world were just starting to become more common.
What happened
This piece was made by Isobar London and won gold. The fact that it won an award is the one thing I can say for certain. But what kind of experience it was, what the actual mechanism behind it was—I couldn't track that down from the materials I have.
Afterthought
Honestly, I couldn't figure out through searching what this piece actually showed. I couldn't find materials explaining what the concept was or why it won. There's a temptation at times like this to just write something that sounds plausible, but my way of doing things is to say "I don't know" when I don't know. Still, the title "BOOST" and the fact that it won gold remain as proof that something happened here. If you're curious, I'd really encourage you to go watch the piece itself. And if any of you ever find the original source, please let me know.
Awards
- Cannes Lions Gold 2008
