Recycling Poster

Agency Network: 
May 2011

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.

Outdoor advertisment created by FCB, Switzerland for Mini, within the category: Automotive.

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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Highest Rated

niniasufle's picture
Activity Score 407

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

jackmancer2017's picture
Activity Score 6992

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

sirvan's picture
Activity Score 29860



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

peggylize's picture
Activity Score 50
Kriativity's picture
Activity Score 414

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

morse's picture
Activity Score 18024

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

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

cracker66's picture
Activity Score 163

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

jamesrothenburg's picture
Activity Score 554

Comparing Mini with minimalism is a stretch.

Astro's picture
Activity Score 13

it's just great when art meets advertising.

kleenex's picture
Activity Score 50582

I like it.

AdBuzzer's picture
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
Activity Score 385

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

niniasufle's picture
Activity Score 407

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

niniasufle's picture
Activity Score 407

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

krautland's picture
Activity Score 3216

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

Néstor's picture
Activity Score 126

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

hkington's picture
Activity Score 12

Mini HAS a STYLE. Vote for it at