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MINI: Recycling Poster

A MINI has only the things it really needs. That means getting rid of the superfluous and keeping an eye on the essentials. MINI calls this MINIMALISM. First the billboard was dismantled. The metal plate with its many layers of paper was then taken away to be sand-blasted. There the old board was partly covered with a stencil from the British sporty lifestyle brand which included the «BE MINI» lettering. Then the uncoated metal layer of the board was exposed. But only in certain places, of course. But the poster was still not completely reduced down to the bare essentials. To do this, a creative touch was now called for to carefully strip away up to eight layers of posters underneath until there really was nothing left to remove. Then the poster was returned to its rightful place, now as a genuine, unique work of art. But because MINI is serious about MINIMALISM, the British carmaker demonstrated its art of omission not just on one unique poster but on over 20 displayed all over Switzerland. Because keeping an eye on the essentials is important everywhere.

Advertising Agency: Draftfcb/Lowe Group, Zürich, Switzerland
Creative Director: Daniel Comte
Art Director: Frédéric Nogier
Graphic Designer: Cinthia Stettler
Copywriter: Samuel Knaus

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17 comments

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

I can't really call it a "minimalistic" poster but it surely looks awesome.

sirvan's picture
sirvan
29870 pencils

Agree.

+++

"I love some things, and don't love some other things."

peggylize's picture
peggylize
47 pencils
Kriativity's picture
Kriativity
418 pencils

parasite ads..they grow on other hoardings..:)

morse's picture
morse
15972 pencils

It looks nice, but I agree, it's anything but minimalist.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

cracker66's picture
cracker66
163 pencils

Already done by Scholz & Friends Hamburg for Honda Hybrid - it won at Germanys ADC 2010.

jamesrothenburg's picture
jamesrothenburg
554 pencils

Comparing Mini with minimalism is a stretch.

Astro's picture
Astro
13 pencils

it's just great when art meets advertising.

kleenex's picture
kleenex
29411 pencils

I like it.

AdBuzzer's picture
AdBuzzer
1168 pencils

I doubt those posters really worked effectively as outdoor advertising. It's a nice idea, the transformed posters look arty and cool, but the advertising function is missing. Anyhow, it's a good PR stunt for the agency.

Janae's picture
Janae
385 pencils

it would go better for "low budget" instead of minimalistic.
but I like it anyway.

niniasufle's picture
niniasufle
407 pencils

Ecology intead of minimalism.. but nice, I like it!

niniasufle's picture
niniasufle
407 pencils

"instead"... sorry to hurt your eyes D:

krautland's picture
krautland
3225 pencils

thats not a strategy, thats just a nice execution. but it does look nice.

Néstor's picture
Néstor
126 pencils

i'm not sure calling "minimalism" but, nice idea!

ZappingLatam.com

hkington's picture
hkington
12 pencils

Mini HAS a STYLE. Vote for it at http://coolometer.org/mini-vs-hummer

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