Aussie expat Genevieve Hoey helms Mini’s global ‘All the Wrong Places’ five-part web series Facebook campaign via BSUR Amsterdam
BSUR, the Amsterdam-based creative agency, has debuted the Facebook world premiere of the first episode of Mini’s ‘All the wrong places’, a new five-part web series, created in conjunction with Vice.
This innovative series – helmed by BSUR’s Aussie expat Digital Creative Director for Mini, Genevieve Hoey, who joined in April this year – represents a first for both Mini and Vice, with Facebook fans competing to win the Co-Pilot seat for each mission and become an integral part of the action and the films.
Says Hoey (left): “This web series brings the Mini ‘Another Day, Another Adventure’ campaign to life in a way that only Mini and BSUR could. Working with the like-minded team from Vice has helped unearth some amazing cultural adventures that need to be seen, to be believed. ‘All the wrong places’ Co-Pilot’s competition selects five fans, but ultimately the whole Mini Facebook community will be able come along for the adventure ride of a lifetime.”
The first mission, set in Japan, follows the host of ‘All the wrong places’, Elliott Bambrough, on a voyage of discovery into the world of Dekotora. To the uninitiated, Dekotora is an extreme version of truck-pimping. Drivers are known to spend millions of yen, and years of painstaking effort, to remake their trucks into one-of-a-kind artworks on wheels, along with deafening air horns.
The first episode’s Co-Pilot, Maggie Stoody, who won the coveted spot in the Mini passenger seat through the initial Facebook campaign, joins Elliott Bambrough as they immerse themselves in this weird and wonderful world. Their mission is to enter into the Dekotora domain, meet some of its artists and see what this trend uncovers about Japanese subcultures and individualism as a whole.
Following on from the first episode of ‘All the wrong places’, Mini will go in search of other adventurous cultural traditions in Peru, South Africa and Sweden, with the last episode in Jamaica.
The five documentary-style films will be featured on Mini’s Facebook page with a new ‘All the wrong places’ film uploaded every three weeks.
16 Comments
Nice one, good to see another Aussie kicking goals overseas. Man, I want one of those trucks.
This is awesome, congrats Gen! You’re a star!
Nice one Gen. Doing us all proud and by the looks of it having loads of fun at the same time.
Nice one Gen. Doing us all proud and by the looks of it having loads of fun at the same time.
Nice one Gen. Doing us all proud and by the looks of it having loads of fun at the same time.
Go the girls! Inspiring to see a female CD representing Australia with such a great global campaign. Jealous.
Go Gen!
Yeah Gen!!
Nice one Gav. Spreading your positive vibes and by the looks of it having loads of fun at the same time.
Awesome Gen.
Gen, glad to see you got out of all the wrong places yourself! Well done. Great work.
What a dream campaign – lucky girl. Also great to see an Aussie lass behind a famous campaign – so often our talent heads to big OS jobs and are never heard of again.
Go Ho! Great campaign and great vid. Congrats and well done.
Go Gen – great work from one talented lady.
Go Gen!!! So proud of you x
You are SO HOT RIGHT NOW!