普象-让好设计发光

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.

汽车行业正在经历一场令人难以置信的技术变革。因此，汽车广告往往充斥着令人费解的术语和如出一辙的设计。60多年以来，MINI 以简约的标志性设计和出色的耐用性而著称，而现在他们突破框架，打破了一贯采用的手法：在品牌的新故事片中，采用了通俗易懂的方法演示复杂的技术。并将标志性的条纹解构为外观统一的多功能设计元素，简约的设计延续了 MINI 汽车的经典格调。

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.

评委评语
对广告商来说，宣传汽车的最新功能一直是一个挑战，因为这涉及到技术和情感间的微妙平衡。在 Mini 汽车的宣传影片中，设计师采用了极简主义的方法，将影片的重点聚焦于车辆标志和轮廓， 成功地传达了 Mini 品牌的标志性风格和久经考验的价值。

Client / Manufacturer
MINI AGMC – BMW Group Importer

Designer
Plan.Net / Serviceplan
Denis Elmaci Sound Design
Linus Brandes Motion Design
Serviceplan Middle East

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