MINI Middle East

Mini Minimalism

  • Category

    Brand Campaign
  • Industry

  • Client

    MINI Middle East

With the campaign MINI MINImalism, we turned 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.

Since 1959, MINI has remained true to its roots, expressed in a simple, iconic design. The brand stands for an urban lifestyle that offers a maximum of experiences in a minimalist space. The out-of-home and ambient advertising campaign aims to communicate to people outside the fan community that today’s MINI models not only offer an efficient and creative way of moving around, but also score with technologically advanced safety and comfort features. MINImalism is the name of the manufacturer’s feature communication based on the wings of the MINI logo. The logo stripes have been transformed into versatile design elements that communicate the new functions and assistants in a way that makes them as simple and timeless as the car itself. In black and white throughout, the stripes visualise the new features – from the adaptive LED headlights and the parking assist sensors including proximity control to the dynamic stability control. The new design language thus expresses the functions and environments in a reduced and at the same time surprising way, making them applicable and clearly recognisable across a wide variety of analogue and digital channels.

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Cannes Lions 1x Gold 2021
Cannes Lions 2x Bronze 2021
Loeries  1x Gold 2021
Loeries 1x Silver 2021
LIA 4x Silver 2021
LIA 1x Bronze 2021
Red Dot 2x Gold 2021
Red Dot 1x Silver 2021
The Indie Awards 1x Silver 2021
CommAwards 4x Gold 2021
CommAwards 1x Silver 2021
CommAwards 1x Bronze 2021
Cresta 2x Silver 2021
Dubai Lynx 1x Gold 2022
Dubai Lynx 1x Silver 2022
Andy Awards 2x Gold 2022
CLIO 2x Silver 2022
CLIO 1x Bronze 2022


Lee Sharrock

Corporate Communications International

+44 730 525 3020