The One Show
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Category
Branding / Brand Installations
Annual ID
OS_DE19108M
About the Work
MINI wanted to extend its sphere beyond the automotive in a meaningful way. In response, we created MINI EXTRAODDINARY – an exploratory trail inspired by the brand’s key principle of the creative use of space. Taking over a neighbourhood, we transformed its odd nooks and crannies into 19 art installations, experiential activities and spaces that drew the community closer. A long alley turned super extended hopscotch brought families with children, passers-by and foreign workers together for a challenge to take on alongside each other. Disused windows with shutters were used as printing press, and let visitors ink postcards they could later take home. An underutilised space wedged between two shophouses was also turned into a mini croquet court, where friends could gather for an impromptu tournament. We also breathed new life into an old, dilapidated awning through yarn art, and created ceramic sculptures that sprouted from cracks and gaps.
2019 Awards
Total Points: 2
Merit
Credits
Agency
Kinetic Singapore / Singapore
Art Director
Steven Koswara
Sean Tan
Creative Director
Pann Lim
Gian Jonathan
Astri Nursalim
Writer
Catherine Phua
Seth Han
Creative Team
Leng Soh
Creshelle Padilla
Account Team
Jac Goh
Sara Lau
Steven Ng
Fely Ang
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