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Recycling Poster

Agency: 
Published/Aired: 
May 2011
Description: 

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

Comments (17)

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Jaap Grolleman's picture
Jaap Grolleman
Activity Score 6992

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

sirvan's picture
sirvan
Activity Score 29860

Agree.

+++

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

peggylize's picture
peggylize
Activity Score 50
Kriativity's picture
Kriativity
Activity Score 416

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

morse's picture
morse
Activity Score 17364

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

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

cracker66's picture
cracker66
Activity Score 163

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

jamesrothenburg's picture
jamesrothenburg
Activity Score 554

Comparing Mini with minimalism is a stretch.

Astro's picture
Astro
Activity Score 13

it's just great when art meets advertising.

kleenex's picture
kleenex
Activity Score 43473

I like it.

AdBuzzer's picture
AdBuzzer
Activity Score 1174

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
Activity Score 385

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

niniasufle's picture
niniasufle
Activity Score 407

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

niniasufle's picture
niniasufle
Activity Score 407

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

krautland's picture
krautland
Activity Score 3216

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

Néstor's picture
Néstor
Activity Score 126

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

ZappingLatam.com

hkington's picture
hkington
Activity Score 12

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

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