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.
Statement by the Jury
The MINImalism poster series inspires through the brilliant translation of the message into images. As the name suggests, the series succeeds in illustrating through minimal means and only in black and white what the new car model is all about. Its sophisticated technology is expressed quite simply through the stripes, which simulate movement while congenially picking up on the well-known stripes from the MINI logo – design that is clever, perfect and skilfully poignant.
Credits
Client:
BMW Group MINI, Dubai, United Arab Emirates
Design:
Serviceplan Germany, Munich, Germany
Project Team:
Serviceplan Group: Alex Schill (Global Chief Creative Officer)
Michael Wilk (Global Head of Art)
Serviceplan Germany: Lars Holling (Managing Partner)
Leif Johannsen (Managing Partner)
Patrick Matthiensen (Managing Partner)
Pavel Bondarenko (Creative Director Art)
Daniel Steller (Creative Director Text)
Tudor Cucu (Senior Art Director)
Kunal Gagwani (Senior Art Director)
Philip Ziegler (Copywriter)
Ann-Kathrin Frohloff (Account Director)
Gonca Gorgulu (Account Manager)
