Brand | MINI |
Product/Service | MINI |
Entrant | SERVICEPLAN MIDDLE EAST Dubai, UNITED ARAB EMIRATES |
| 2 of 3 Campaign |
Category | Outdoor |
Idea Creation
|
SERVICEPLAN Hamburg, GERMANY
|
Additional Company
|
SERVICEPLAN MIDDLE EAST Dubai, UNITED ARAB EMIRATES
|
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 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.
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.
Tell the jury about the art direction.
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.
Credits
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 |