MINI Design & Branding MINIMALSM PIECES by Frontage

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Industry Cars
Media Design & Branding
Market Japan
Agency Frontage
Creative Director Yutaka Murakoshi
Art Director Kei Fujiya
Copywriter Ryoko Yamagiwa
Designer Noriyuki Shirasu
Released May 2010

Credits & Description

Category: Sustainable Packaging
Advertiser: BMW JAPAN
Product/Service: MINI
Date of First Appearance: May 1 2010
Entrant Company: FRONTAGE, Tokyo, JAPAN
Creative Director: Yutaka Murakoshi (Frontage)
Copywriter: Ryoko Yamagiwa (Frontage)
Art Director: Kei Fujiya (Frontage)
Designer: Noriyuki Shirasu (Colour)
Offset Provider: Kentaro Wai (More Trees)
Coordinator: Mitsutoshi Nirengi (Plus 81)
Creative Producer: Nobuko Tateyama (Frontage)
Account Executive: Shyouji Yokota (Frontage)
Media placement: A Special Option Package For The Car - 100 MINI Dealerships All Over The Country - 11 May 2010

Describe the brief from the client
A new MINI with substantially enhanced environmental performance, such as 33% higher fuel efficiency, made its debut. This MINI with special options is composed of 2 special accessory parts, such as green mirror caps inspiring environments. Furthermore, a carbon offset program was incorporated into a special option package for the car in celebration of its launch in order to generate commitment for environmental conservation activities, and we started developing the creative solution for this.

Describe the challenges and key objectives
In order for the customers to understand carbon offset, we decided that we needed to design this invisible environmental initiative into a visible package. We selected the carbon offset program of “More Trees” (an organisation who runs forest conservation projects in Japan), from among a number of projects when developing the carbon offset program package.

Describe how you arrived at the final design
In Japan, forest thinning is more important to keep forests healthy than tree planting because if artificial forests, which account for 40% of the entire forests of Japan, are left unthinned, trees would end up emitting CO2. The production process of “timbers from forest thinning” involves a lot of effort and money, and thus effective use of these timbers is essential. We created an animal-shaped puzzle using these timbers for the carbon offset program package’s design. MINI has expressed through this package design that cars can coexist with the environment by integrating MINI into various animals in the puzzle.

Give some indication of how successful the outcome was in the market
MINI has sold all of the 150 special option packages available. This means that 800 kg of CO2 per car or a total of 120,000kg has been offset. This is equivalent to the total amount of CO2 emitted by a MINI travelling approx. 26.5 times around the planet. This package has been widely covered by various media outlets.