MINI Cooper Takes on Countless Corners in Heritage Spot

Anomaly London celebrates the six-decade pedigree of the amazing cornering and performance of MINI John Cooper Works with the ‘Grab the Corners’ campaign. The integrated campaign includes film, photography, and digital activations.

MINI John Cooper Works, or MINI JCW, first made headlines in 1962 when John Cooper, a Surrey-based mechanic-turned-rally driver transformed a standard small Mini into a champion racing car. When all other racing competitors focussed on straight-line speed, John Cooper centred his attention on the car’s cornering performance. As an underdog, the car went on to impressively win the Monte Carlo Rally in 1964. A true David vs Goliath story. Today, the new MINI John Cooper Works Family retains the same DNA as the original rallying Cooper. With incredible cornering, a low centre of gravity, impressive torque, and an ‘against-all-odds’ attitude.

The campaign films, directed by Stink Films’ Felix Brady, unsurprisingly feature countless corners to show the JCW car in action. Accompanied with a gritty British voiceover and rugged soundtrack, the films highlight what MINI fans love about the JCW - from the close-knit community of drivers, to the huge thrills experienced ‘in the cockpit’. The films were shot in Mexico City and feature a cameo from Charlie Cooper, the grandson of John Cooper.

The photography campaign was shot by Alex Rank, and features the cars’ cornering, turning and weaving through Mexico City. A brand new JCW look and feel was developed for the campaign.

Simon Cheadle, creative director at Anomaly said, “Six decades of underdog heritage. Incredible cornering. The mad Power-Boost button. This campaign proudly captures the performance and legacy of this iconic car as it races off into an electric future. We hope John would be proud.”

The ‘Grab the Corners’ campaign went live globally on the 24th of October. Local launches in key markets will follow over the next weeks and months.