MINI and VICE continue international escapade in South Africa

GLOBAL – AMSTERDAM, THE NETHERLANDS, DECEMBER 2011: BSUR, the Amsterdam-based creative agency, today launches the second episode of MINI’s “All the Wrong Places”, an adventure-filled five-part web series, created in conjunction with VICE and under the umbrella of the campaign "Another Day. Another Adventure".

After the success of the first mission in Japan and the discovery of the Dekotora world, Elliott Bambrough and Krishna Andavolu – who won this mission’s coveted co-pilot’s seat through Facebook – head to South Africa to delve into the local music scene, known as Kwaito.

This second mission, ‘Taxi Hit Squad’, led by BSUR’s Digital Creative Director Genevieve Hhoey, takes the audience on a voyage of discovery into Johannesburg’s underground music scene. Kwaito combines House music with traditional African instruments and lyrics sang rap-style in local dialects. This unique musical genre has, for the past 20 years, been promoted throughout the streets of Johannesburg by the city’s taxi drivers (Kombis).

The mission of both Elliott and Krishna is to connect with these taxi drivers – who are the main providers of public transportation in South African townships – and enter their extraordinary world. Each of these drivers plays a crucial role in publicising new Kwaito artists. Not only do they blast their music out of the huge in-car sound systems, they also sell CD’s directly to their passengers.

The film is featured on MINI’s Facebook page where a new film is uploaded every few weeks. Following this episode, the teams from VICE, MINI and BSUR will head off to Peru, Sweden and then, for the grand finale, Jamaica.

Competition winner and co-host, Krishna Andavolu, comments: “This was a once in a lifetime opportunity. I was really struck by the vibrancy of youth culture in Soweto and how something as every day as a taxi ride could be transformed into a representation of identity, all through the power of music. It was, quite literally, a voyage of discovery.”

All The Wrong Places is integrated to the entire roll out of Another Day. Another Adventure campaign across all media platforms, including TV, print, social media, online and OOH.

CREDITS

Agency: BSUR

Strategy Director: Jeffre Jackson

Executive Creative Director: Jason Schragger

Digital Creative Director: Genevieve Hoey

Additional Creatives: Karl Dunn, Simon Johnson, David Govier

Client Service Director: Mia Drexl-Schegg

International Account Supervisor: Paula Atwell

Account Manager: Thijs van Dam

Account Executive: Liam Osbourne

Program Producer: Anna Lindequist Ruello

Associate Producer: Oscar Thomas