MINI’s new campaign via Colenso BBDO is promoting its growing suite of smart features, starting with automatic emergency brake assist – a feature that senses obstacles on the road in front of the car and automatically applies the car’s braking system.

To bring the benefit of the technology to life, MINI teamed up with Colenso BBDO to create the ‘Danger brakes for you’ campaign. A series of images show a foot, hoof or paw, each representing a potential road hazard applying the brake for the driver.

Says Simon Vicars, executive creative director at Colenso BBDO: “We were searching for a quick and simple way to explain complicated tech. This idea felt fast and funny, which for us are the right two ingredients for making a memorable MINI campaign.”

Says Victoria Abbass, retail and network marketing manager, MINI: “As cars get more advanced, humanizing the technology available becomes even more important, and the MINI brand is uniquely suited to do that in a fun way. ‘Danger brakes for you’ is visually disruptive and intriguing, but ultimately it’s so simple and that’s what we love about it.”

‘Danger brakes for you’ will roll out across social channels, print and OOH, and was shot by photographer Mat Baker.