Draftfcb/Lowe: Removed the superfluous for Mini
The Zurich advertising agency Draftfcb/Lowe has realized a "mini-painterly" poster campaign for Mini. Over 20 poster sites were transformed into works of art under the motto "Away with all the superfluous, focus on the essentials".
The creative team placed a stencil on the billboards - and then used a sandblaster to reveal the outline of the sporty lifestyle Brit and the lettering "Be Mini". They then removed the up to eight layers of poster underneath by hand. This resulted in unique, completely different posters.
Responsible at Mini: Patrick Cupelin (Head of Mini Switzerland), Eveline Bauert (Head of Communications Mini). Responsible at Lowe: Daniel Comte (ECD), Fréderic Nogier (AD), Cinthia Stettler (graphics), Samuel Knaus (text), Rolf Jeger, Martin Gonzenbach, Jasmin Jost (consulting). Media: Vizeum, Adrian Thomann, Martina Frei.
