MINImalism

Known for its minimalist design as well as its quality and durability, MINI stands for urbanity and flexibility – both in terms of driving experience and lifestyle. To communicate that the current models go beyond efficient, creative driving and to address a new target group, this poster series was developed as part of an out-of-home campaign. They aim to convey that the new models are equipped with state-of-the-art safety technology and sophisticated comfort by building a feature communication entitled “MINImalism” from the wings of the iconic MINI logo. Thus, the familiar stripes of these wings were transformed into versatile graphic elements, each skilfully embedded to showcase one of the new features of the latest MINI models. Thus, the clear geometric shapes visualise, for example, how the adaptive LED headlights work, which were optimised by using a camera near the interior mirror to illuminate the entire road in front of the car without dazzling oncoming drivers. As iconic and minimalist as the car itself, the posters thus succinctly highlight the innovations of the new MINI models.