Driven by design
MINI’s stylish Minimalism campaign sees the iconic logo morph into marvellous monochrome messaging.
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Credits
powered by
- Agency Serviceplan Group/Hamburg
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Credits
powered by
- Agency Serviceplan Group/Hamburg
- Ad Agency Serviceplan Group/Dubai
- Sound Designer Denis Elmaci
- Global Chief Creative Officer Alexander Schill
- Global Head of Art Michael Wilk
- Senior Art Director Tudor Cucu
- Managing Partner Leif Johannsen
- Managing Partner Patrick Matthiensen
- Managing Partner Lars Holling
- Creative Director Art Pavel Bondarenko
- Creative Director Text Daniel Steller
- Managing Director Natalie Shardan
Credits
powered by
- Agency Serviceplan Group/Hamburg
- Ad Agency Serviceplan Group/Dubai
- Sound Designer Denis Elmaci
- Global Chief Creative Officer Alexander Schill
- Global Head of Art Michael Wilk
- Senior Art Director Tudor Cucu
- Managing Partner Leif Johannsen
- Managing Partner Patrick Matthiensen
- Managing Partner Lars Holling
- Creative Director Art Pavel Bondarenko
- Creative Director Text Daniel Steller
- Managing Director Natalie Shardan
This smart multimedia campaign, created by Serviceplan Germany in collaboration with Serviceplan Middle East, sees the wings of the MINI logo transformed into design elements that showcase a host of fancy new features, such as adaptive cruise control, folding wing mirrors with auto dimming and a twin-power turbocharged engine.
The slick and stylish campaign also draws on the heritage of the MINI Countryman, by incorporating the Britain’s Union Jack Flag into the graphics.
The hero film's cool soundscape, from Denis Elmaci, incorporates classic automobile audio – the murmur of a smooth drive, the thunk of well-fitting car door and the snap of headlights coming on – along with the satisfying click of a camera shutter, referencing the poster element of the communications.
