“All The Wrong Places" is a joint creative project between VICE and MINI. It’s a web based content series comprised of five mini-documentaries featuring some of the most compelling and riveting cultural stories happening in the world. These are stories that take place in multiple countries, and are the kind of cool, irreverent or weird narratives that only locals know about and outsiders may have only ever heard of. They are stories that need to be seen – and experienced – to be believed. Each of these stories starts with a mission for our host, and each story is rooted in a sense of adventure. That is, they take place out in the world and are not meant to be introverted or cerebral stories. They are stories that require travel and take effort to reach, offering a sense of accomplishment. They are stories that also, when in the local cities, require the help of a vehicle. The implicit understanding is that the MINI is the perfect adventure accomplice. And in a first for both VICE and MINI, this series will allow fans to actually get into the driver’s seat – the Co-Pilots for each Mission will be found through a social media based competition to the MINI and VICE community.
Client: MINI Campaign: All the Wrong Places Format (length): 6 month social media campaign Client contact: Piera Kaempf, Anja Rahle Launch date: 29 August 2011 Territories: Global (list of countries supplied separately) First air date by country: Facebook 29 Aug, First episode 14 November Duration of campaign: 6 months Strategy Director: Jeffre Jackson Executive Creative Director: Jason Schragger Digital Creative Director: Genevieve Hoey 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 Production Company: VICE Account Directors: Ben Dietz, Thobey Campion, Shanon Kelley Creative Director: Joseph Patel Associate Producer: Matt Yoka Field Producer: Mariah Wilson Camera Operator 1: Nickolaos Neofitidis Camera Operator 2: Karen Song Post-Production company: VICE Project Manager: Barnett Zitron Mission One Host: Elliott Brambrough Co-Pilot: Maggie Stoody Social Media Prod company: KKLD Digital concept: Imran Sheik Project Manager: Tanja Bachheimer Digital Strategy & UX: Christoph Riebling Music Artist/Title: Trippple Nippples/R.I.P Meat Artist/Title: Black Lips/New Direction