The One Show

The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Design



Client MINI


Out of Home / Series

Annual ID


About the Work

In recent years, car manufacturers adopted trend after trend. And the whole industry is going through an incredible technology shift. As a result, car ads are full of hard-to-get terminology and interchangeable designs. Since 1959, MINI stands for a simplistic, iconic design with outstanding longevity. Our models are just as technology-packed as any other car. With our new feature campaign for out-of-home media, we wanted to take a more minimal approach to communicate complex technology in busy and fast-paced spaces. The idea: MINImalism – a feature communication built from the iconic MINI logo’s wings. We turned those stripes into versatile design elements to communicate the new features and assistants, as simplistic and iconic as the car itself. To do this, we used the stripes taken from the logo’s wings to showcase the car’s new features and assistants. This allows us to design functions and surroundings in a surprising but simple way. Our new design language visualises complex features and makes them instantly recognisable and understandable without the need for words. All while remaining true to the iconic style of a MINI. Across our campaign, the design and monochromatic look intensifies the viewer's perception with every motif. The results: For the first time, we created a new design language based on the logo and used it to communicate the car features and assistants. This unique and holistic approach stays true to the brand’s simplicity, creativity and longevity that fans love in a MINI. Thereby, setting new standards for car feature communications.

2022 Awards

Total Points: 3




Serviceplan Middle East / Dubai


Philip Ziegler

Executive Creative Director

Akhilesh Bagri

Motion Designer

Linus Brandes

Sound Designer

Denis Elmaci

Account Director

Ann-Kathrin Frohloff

Global Chief Creative Officer

Alex Schill

Senior Art Director

Kunal Gagwani
Tudor Cucu

Account Manager

Gonca Gorgulu

Creative Director Art

Pavel Bondarenko

Creative Director Text

Daniel Steller

General Manager

Natalie Shardan

Global Head of Art

Michael Wilk

Managing Creative Partner

Leif Johannsen
Patrick Matthiensen

Managing Partner

Lars Holling

Worldwide Executive Creative Director

Jason Romeyko

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