Cannes Lions

MINI

JUNG von MATT, Zurich / MINI / 2006

Awards:

1 Gold Cannes Lions
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Overview

Entries

Credits

Overview

Execution

Those passers-by who stood directly in front of this very life-like MINI duplicate got the impression that a host of people were getting in and out of that presumably so small car. This eye catcher with trompe-l’oeil effect was an effective way of getting people’s attention. In addition, the typical MINI humor of this tongue-in cheek approach confirmed MINI’s status as a “cult” brand.

Outcome

The campaign was quite extensively talked about and put a smile on the face of many a passer-by. Thus, MINI managed to further position itself as a “cult” brand with a very positive personality.

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