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

May 2011


Jaap Grolleman's picture
Jaap Grolleman
6992 pencils

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

sirvan's picture
29860 pencils



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

peggylize's picture
50 pencils
Kriativity's picture
416 pencils

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

morse's picture
17183 pencils

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

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

cracker66's picture
163 pencils

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

jamesrothenburg's picture
554 pencils

Comparing Mini with minimalism is a stretch.

Astro's picture
13 pencils

it's just great when art meets advertising.

kleenex's picture
41166 pencils

I like it.

AdBuzzer's picture
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
385 pencils

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

niniasufle's picture
407 pencils

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

niniasufle's picture
407 pencils

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

krautland's picture
3216 pencils

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

Néstor's picture
126 pencils

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

hkington's picture
12 pencils

Mini HAS a STYLE. Vote for it at

Log in or register to post comments