MINI - "PARKINGASSISTANT" by PHNX Awards 2022
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| Title | PARKINGASSISTANT |
| Brief | Since 1959, MINI has stayed true to its roots: a simplistic, iconic design with outstanding longevity that inspires fans to this day. The brand stands for an urban lifestyle with maximum experiences in a minimalistic space. But today’s models offer more than just an efficient and creative way to get around. They are technology-packed with state-of-the-art safety and comfort features. This is well known to MINI drivers, but not so much to people outside of the car’s fanbase. MINImalism – a feature communication built from the iconic MINI logo’s wings. We turn those stripes into versatile design elements to communicate the new features and assistants, as simplistic and iconic as the car itself. The stripes taken from the logo’s wings showcase the car’s new features and assistants – from Adaptive LED Headlights to Park Distance Control – and allow us to build functions and surroundings in a surprising but simple way. This new design language is used across different outdoor and indoor channels where the iconic elements are instantly recognized – creating true MINImalism, as simple and timeless as the car itself. |
| Agency | HoC Dubai |
| Campaign | Minimalism |
| Advertiser | BMW |
| Brand | MINI |
| Date of First Broadcast/Publication | 2021 / 6 |
| Business Sector | Compact & Small Cars |
| Story | The stripes taken from the logo’s wings showcase the car’s new features and assistants – from Adaptive LED Headlights to Park Distance Control – and allow us to build functions and surroundings in a surprising but simple way.This new design language is used across different outdoor and indoor channels where the iconic elements are instantly recognized – creating true MINImalism, as simple and timeless as the car itself. |
| Philosophy | Since 1959, MINI has stayed true to its roots: a simplistic, iconic design with outstanding longevity that inspires fans to this day. The brand stands for an urban lifestyle with maximum experiences in a minimalistic space.But today’s models offer more than just an efficient and creative way to get around. They are technology-packed with state-of-the-art safety and comfort features. This is well known to MINI drivers, but not so much to people outside of the car’s fanbase. |
| Problem | MINImalism – a feature communication built from the iconic MINI logo’s wings. We turn those stripes into versatile design elements to communicate the new features and assistants, as simplistic and iconic as the car itself. |
| Media Type | Outdoor/Out of Home |
| Marketing Director | Jochen Becht |
| Marketing Manager | Adnan Dalvi |
| Creative Agency | Serviceplan Campaign |
| Managing Director | Natalie Shardan |
| Art Director | Kunal Gagwani |
| Account Manager | Gonca Gorgulu |
| Managing Partner | Leif Johannsen |
| Managing Partner | Patrick Matthiensen |
| Managing Partner | Lars Holling |
| Creative Director | Pavel Bondarenko |
| Art Director | Pavel Bondarenko |
| Creative Director | Daniel Steller |
| Copywriter | Daniel Steller |
| Account Director | Ann-Kathrin Frohloff |
| Creative Agency | Serviceplan Group |
| Global Chief Creative Officer | Alexander Schill |
| Head of Art | Michael Wilk |
| Art Director | Tudor Cucu |
| Copywriter | Philip Ziegler |