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.
Category
Out of Home / Series
Annual ID
OS22_DE119M
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
Merit
Credits
Agency
SERVICEPLAN GERMANY / Munich
Serviceplan Middle East / Dubai
Copywriter
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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