London International Awards
2022 Winners and Finalists
Independent Network of the Year: Serviceplan
Gold
Design
Art Direction
| Entrant: | SERVICEPLAN Germany, Munich |
| Brand: | MINI |
| Title: | "MINImalism" |
| Corporate Name of Client: | AGMC – BMW Group Importer |
| Agency: | SERVICEPLAN Germany, Munich |
| Global Chief Creative Officer: | Alex Schill |
| Worldwide Chief Creative Officer: | Jason Romeyko |
| Executive Creative Director - Serviceplan Middle East: | Akhilesh Bagri |
| Managing Creative Partner: | Leif Johannsen/Patrick Matthiensen |
| Creative Director - Art: | Pavel Bondarenko |
| Creative Director - Copy: | Daniel Steller |
| Copywriter: | Philip Ziegler |
| Global Head of Art: | Michael Wilk |
| Senior Art Director: | Tudor Cucu |
| Senior Art Director - Serviceplan Middle East: | Kunal Gagwani |
| General Manager - Serviceplan Middle East: | Natalie Shardan |
| Agency Managing Partner: | Lars Holling |
| Agency Account Director: | Ann-Kathrin Frohloff |
| Agency Account Manager - Serviceplan Middle East: | Gonca Gorgulu |
| Motion Designer - Freelance: | Linus Brandes |
| Sound Designer - Freelance: | Denis Elmaci |
Description:
But 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 for technical innovation?
Our idea was to combine the complex technology of modern car features and assistants with the minimalist, iconic and timeless design language of the brand.
Introducing: MINImalism, a feature communication film for POS, 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.
The monochromatic look, the animated transitions and a distinguished sound design, solely consisting of original MINI sounds, makes this film a truly holistic experience.