Campaign: Mini "Men of Metal"

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The tales came from magazine inserts and plain, scientific-looking websites. Hidden in the nighttime fog that shrouds the English countryside were robots made from the parts of Minis that saved stranded motorists. Visitors to www.r50rd.co.uk could see the mechanic wonders in the testing phases from the warehouse of one Dr. Colin Mayhew, courtesy of meticulous visual effects. While BMW message boards debated the actual existence of the robots, print supplements appeared in mainstream magazines with the mysterious title "Men of Metal," describing the phenomenon and advertising a non-extistent book about it. In the meantime, those intrigued enough to read materials closely understood mechanical explanations of how Mini parts are so well built, they're suitable for making adroit bots.

Client: Mini Agency: Crispin Porter + Bogusky "Men of Metal" Booklet ECD: Alex Bogusky CD: Andrew Keller ADs: Dave Swartz, Paul Keister CW: Bob Cianfrone Photographers: Sebastian Gray, Paul Keister Director of Print Production: Julieana Stechschulte Websites ECD: Alex Bogusky CD: Andrew Keller Interactive CD: Jeff Benjamin ADs: Dave Swartz, Paul Keister, Juan Morales CWs: Mike Lear, Bob Cianfrone, Roger Hoard Interactive Technical Director: Jason Soros Programming: Beam Executive Agency Producer: Rupert Samuel Assistant Agency Producer: Dan Ruth Director: Loni Peristere Production/Editorial/Effects: Zoic Studios DP: Rupert Samuel Executive Producers: Loni Peristere, Steve Schofield Sound Design: Ohm

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