Demo Film

Digital Proof JPG

Title	MINIMALISM - PARKDISTANCECONTROL
Brand	MINI
	1 of 3 Campaign
Product/Service	MINI
Category	B02. Outdoor
Entrant	SERVICEPLAN Hamburg, GERMANY
Idea Creation	SERVICEPLAN Hamburg, GERMANY
Production	SERVICEPLAN GERMANY Munich, GERMANY
Additional Company	SERVICEPLAN MIDDLE EAST Dubai, UNITED ARAB EMIRATES

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 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.

Translation. Provide a full English translation of any text.

Publications are in English

Tell the jury about the art direction.

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. 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 channels where the iconic elements are instantly recognized – creating true MINImalism.