MINImalism
Advertising
The automobile industry is going through a great shift in technology. As a result, car ads are filled with obscure terminology and technical designs. MINI, which for more than sixty years has stood for a simple, highly recognizable design with outstanding longevity, has broken with this trend. The brand's new POS film takes a minimal approach to communicating complex technology. The logo stripes become versatile design elements with a monochromatic look, as iconic as the car itself.
iF Gold Statement
Communicating the newest features of a vehicle is always a challenge for advertisers, as it involves a careful balance of the technical and emotional. In this case the designers chose a MINImalist approach, reducing the focus to logo and vehicle outline. This successfully conveys the iconic and time-tested values of the Mini brand.
Date of Launch
2021
Development Time
up to 12 months
Target Regions
Specific country/region: United Arab Emirates
Target Groups
Consumer / User