Media: Print, OOH, POS
Country: United Arab Emirates
Date Of Campaign: 4/28/2021
Background: MINI has remained true to its roots since 1959 – with a minimalistic, iconic, and timeless design built with one purpose: to get the maximum out of the minimum of space. Nowadays a MINI is more than that. All cars are packed with the latest driver assistance systems and safety and comfort features. So how can we show that MINI not only stands for good design, but also technical innovation?
Idea: We combine the complex technology of modern car features and assistants with the minimalist, iconic and timeless design language of a MINI.
Results: Introducing MINImalism – a feature communication built from the iconic MINI logo’s wings. We turned the stripes into versatile design elements to communicate the new features and assistants, as minimalistic and iconic as the car itself.