MINI ‘Minimalism’ campaign | Serviceplan Germany x Serviceplan Middle East

Serviceplan Germany collaborated with Serviceplan Middle East on a campaign for MINI which involved turning the wings of the iconic MINI logo into iconic design elements that showcase the new MINI features, including; adaptive cruise control, adaptive LED headlights, folding wing mirrors with auto dimming, a twin power turbocharged engine; MINI LED door projectors; and dynamic stability control. 

The campaign also draws on the heritage of the MINI Countryman, by incorporating the Union Jack flag of Great Britain into the design elements.A unique and holistic design approach for timeless communication, designed as simply yet effectively as the car itself. 


Brand: MINI

Title: MINImalism

Client (Marketing): AGMC – BMW Group Importer

Marketing Director, Digital Strategy & CX Marketing: Jochen Becht

Marketing Executive: Adnan Dalvi

Agency: Serviceplan Germany x Serviceplan Middle East

Serviceplan Dubai:

Managing Director: Natalie Shardan

Senior Art Director: Kunal Gagwani

Account Manager: Gonca Gorgulu

Serviceplan Campaign Hamburg:

Managing Partner: Leif Johannsen

Managing Partner: Patrick Matthiensen

Managing Partner: Lars Holling

Creative Director Art: Pavel Bondarenko

Creative Director Text: Daniel Steller

Account Director: Ann-Kathrin Frohloff

Serviceplan Group:

Global Chief Creative Officer: Alexander Schill

Global Head of Art: Michael Wilk

Senior Art Director: Tudor Cucu

Copywriter: Philip Ziegler

Editing company/ motion design: Linus Brandes

Sound design/ music company: Denis Elmaci

Source: Serviceplan

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