The Approach: MINI marque - maximum attitude to life
Fifty years of MINI – an anniversary the marque wanted to celebrate in May 2009 with a MINI United Festival drawing 25,000 fans from 30 countries to the Formula 1 racetrack in Silverstone, England. For this occasion, the video trailer needed music with a strong signaling character at the same time expressed the "MINI attitude to life".
Defining and Creating the sound for MINI
amp decided to use an electro-acoustic sound in the "Britpop" style, an countercurrent to electronic music. The sound image is marked by acoustic and electric guitars, electric bass and natural drums played live. amp composed a catchy theme and produced the music with live musicians in its own sound studio.
The result and its potential
The appealing, compact-sounding music was used on the large main stage innumerable times during the three-day festival, contributing to MINI's maxi success.