MINI - "PARKINGASSISTANT" by Eurobest 2021
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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 | Subscribers Only |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Philosophy | Subscribers Only |
| Problem | Subscribers Only |
| Media Type | Outdoor/Out of Home |
| Creative Agency | Serviceplan Group |
| Marketing Director | J...en B...t Subscribers Only |
| Marketing Manager | A...n D...i Subscribers Only |
| Creative Agency | Se......lan Ca....gn Subscribers Only |
| Managing Director | N....ie S....an Subscribers Only |
| Art Director | K...l G....ni Subscribers Only |
| Account Manager | G...a G....lu Subscribers Only |
| Managing Partner | L..f Jo.....en Subscribers Only |
| Managing Partner | P....ck Ma......sen Subscribers Only |
| Managing Partner | L..s H....ng Subscribers Only |
| Creative Director | P...l Bo.....nko Subscribers Only |
| Art Director | P...l Bo.....nko Subscribers Only |
| Creative Director | D...el S....er Subscribers Only |
| Copywriter | D...el S....er Subscribers Only |
| Account Director | An......rin Fr....ff Subscribers Only |
| Global Chief Creative Officer | Al.....er S...ll Subscribers Only |
| Head of Art | M....el W..k Subscribers Only |
| Art Director | T...r C..u Subscribers Only |
| Copywriter | P...ip Z....er Subscribers Only |