2022 Winners & Shortlists

MINIMALISM

Silver Lynx

Case Film

Presentation Image

BrandMINI
Product/ServiceMINI
EntrantSERVICEPLAN MIDDLE EAST Dubai, UNITED ARAB EMIRATES
CategoryPosters
Idea Creation SERVICEPLAN Hamburg, GERMANY
Additional Company SERVICEPLAN MIDDLE EAST Dubai, UNITED ARAB EMIRATES

Background

Since 1959, MINI has stayed true to its roots: a simplistic, iconic design with outstanding longevity that inspires fans 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)

• Features awareness among target group + 40 percent • Online test drive bookings during campaign period up by 25 percent • 5 million impressions in relevant media for creative class • $2mn in earned media • Brand love score up by 38 percent

Credits

Name Company Role
Alex Schill Serviceplan Group Chief Creative Officer
Leif Johannsen Serviceplan Campaign Hamburg Managing Partner
Patrick Matthiensen Serviceplan Campaign Hamburg Managing Partner
Natalie Shardan Serviceplan Middle East Manager Partner
Frances Valerie Bonifacio Serviceplan Middle East Head of Strategy
Jason Romeyko Serviceplan Group Worldwide Executive Creative Director
Akhilesh Bagri Serviceplan Middle East Chief Creative Officer
Pavel Bondarenko Serviceplan Campaign Hamburg Creative Director
Daniel Steller Serviceplan Campaign Hamburg Creative Director
Michael Wilk Serviceplan Group Head of Art
Kunal Gagwani Serviceplan Middle East Art Director
Tudor Cucu Serviceplan Group Art Director
André Couto Serviceplan Middle East Art Director
Philip Ziegler Serviceplan Group Copywriter
Linus Brandes Motion Designer Motion Designer
Ann-Kathrin Frohloff Serviceplan Campaign Hamburg Account Director
Gonca Gorgulu Serviceplan Middle East Account Manager
Denis Elmaci Sound Designer Sound Design