| Title | MINIMALISM |
| Brand | MINI |
| Product/Service | MINI |
| Category |
D02. Point of Sales, Consumer Touchpoints & In-store Collateral |
|
Entrant
|
SERVICEPLAN Hamburg, GERMANY
|
|
Idea Creation
|
SERVICEPLAN Hamburg, GERMANY
|
|
Production
|
SERVICEPLAN GERMANY Munich, GERMANY
|
|
Additional Company
|
SERVICEPLAN MIDDLE EAST Dubai, UNITED ARAB EMIRATES
|
Credits
| Alex Schil |
SERVICEPLAN GROUP |
Global Chief Creative Officer |
| Jason Romeyko |
SERVICEPLAN GROUP |
Worldwide Executive Creative Director |
| Leif Johannsen |
SERVICEPLAN GERMANY |
Managing Partner |
| Patrick Matthiensen |
SERVICEPLAN GERMANY |
Managing Partner |
| Lars Holling |
SERVICEPLAN GERMANY |
Managing Partner |
| Michael Wilk |
SERVICEPLAN GROUP |
Global Head of Art |
| Daniel Steller |
SERVICEPLAN GERMANY |
Creative Director Copy |
| Pavel Bondarenko |
SERVICEPLAN GERMANY |
Creative Director Art |
| Ann-Kathrin Frohloff |
SERVICEPLAN GERMANY |
Account Director |
| Tudor Cucu |
SERVICEPLAN GERMANY |
Senior Art Director |
| Philip Ziegler |
SERVICEPLAN GERMANY |
Copywriter |
| Kunal Gagwani |
Serviceplan Middle East |
Senior Art Director |
| Gonca Gorgulu |
Serviceplan Middle East |
Account Manager |
| Natalie Shardan |
Serviceplan Middle East |
General Manager |
| Akhilesh Bagri |
Serviceplan Middle East |
Executive Creative Director |
| Linus Brandes |
Freelance |
Motion Designer |
| Denis Elmaci |
Freelance |
Sound Designer |
Background
Since 1959, MINI has stayed true to its roots: a simplistic, iconic design with outstanding longevity that inspires fans to this day. The brand stands for an urban lifestyle with maximum experiences in a minimalistic space.
But today’s models offer more than just an efficient and creative way to get around. They are technology-packed with state-of-the-art safety and comfort features. This is well known to MINI drivers, but not so much to people outside of the car’s fanbase.
Describe the creative idea (40% of vote)
MINImalism – a feature communication built from the iconic MINI logo’s wings. We turn those stripes into versatile design elements to communicate the new features and assistants, as simplistic and iconic as the car itself.
Describe the execution (40% of vote)
The stripes taken from the logo’s wings showcase the car’s new features and assistants – from Adaptive LED Headlights to Park Distance Control – and allow us to build functions and surroundings in a surprising but simple way.
This new design language is used across different outdoor and indoor channels where the iconic elements are instantly recognized – creating true MINImalism, as simple and timeless as the car itself.
List the results (20% of vote)
For the first time, we create a new design language based on the logo and used it to communicate the car features and assistants. This unique and holistic approach stays true to the brand’s simplicity, creativity and longevity that fans love in a MINI.