MINIMALISM - ADAPTIVE LED HEADLIGHTS

Short List
TitleMINIMALISM - ADAPTIVE LED HEADLIGHTS
BrandMINI
Product/ServiceMINI
Category B03. Print & Publishing
Entrant SERVICEPLAN Hamburg, GERMANY
Idea Creation SERVICEPLAN Hamburg, GERMANY
Production SERVICEPLAN GERMANY Munich, GERMANY
Additional Company SERVICEPLAN MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Credits
Name Company Position
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

Cultural / Context information for the jury

Since 1959 MINI stands for a simple, iconic and timeless design that follows one function: maximal experience in a minimal space. Today, however, a MINI is more than that. All new vehicles are technology-packed with state-of-the-art safety and comfort features.

Translation. Provide a full English translation of any text.

Is in English

Tell the jury about the art direction.

MINImalism is a feature communication built from the iconic MINI logo’s wings. We turned those stripes into versatile design elements to showcase the new features and assistants. For print publications, we translated this iconic design language into a visual experience – and set new standards for car feature communications. The minimalistic design – reduced to the logo’s wings – and the black and white monochrome look focus on the essentials and make the viewer's perception more intense.