TYPOGRAPHY by Black River F.C. Johannesburg for MINI

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TYPOGRAPHY

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Industry Cars
Media Design & Branding
Market South Africa
Agency Black River F.C. Johannesburg
Executive Creative Director Ahmed Tilly
Art Director Justin Joshua
Copywriter Iain Thomas
Illustrator Amicollective
Released August 2009

Credits & Description

Category: Posters
Advertiser: BMW
Product/Service: MINI
Agency: BLACK RIVER F.C.
Date of First Appearance: Aug 1 2009 12:00AM
Entrant Company: BLACK RIVER F.C., Johannesburg, SOUTH AFRICA
Executive Creative Director: Ahmed Tilly (Black River F.C.)
Art Director: Justin Joshua (Black River F.C.)
Copywriter: Iain Thomas (Black River F.C.)
Production Manager: Hilary Simpson (Black River F.C.)
Account Manager: Maxine Merckel (Black River F.C.)
Illustrator: AmICollective (AmICollective)
Media placement: Poster - MINI Dealerships - 01 August 2009
Media placement: Poster - MINI Birthday party Clarence - 13 August 2009

Describe the challenges and key objectives

When taking a view of what a motor vehicle contributes to a society one can be paralysed by a plethora of 3 letter acronyms, racing victories, celebrity photographs and various positioning statements - in the South African context certain motor vehicle brands also have gaps in their histories thanks to Ronald Reagan's strong stance on Apartheid - and the subsequent support of his allies in Europe - MINI being perhaps the most iconic of these.

Describe the brief from the client
To celebrate MINI's 50th anniversary as an iconic motor vehicle brand.

Describe how you arrived at the final design
It was imperative that we find something to own - a brand value statement that defined the essence of MINI's badge value - not the product intrinsics. This was important because with a motor vehicle, there will always be technological advancements every 5 years. Eventually we decided to look at how the MINI was received throughout its history and this gave us a singular attraction that the car possessed throughout its 50 year history and that was that MINI has always been a cool car.

Give some indication of how successful the outcome was in the market
The poster has been very well received. Since it was not a poster with any sales objectives, success is hard to gauge. However, due to its popularity, the artwork has been translated onto postcards and the individual elements have also been turned into a series of stickers, distributed on a belly band on the MINI International magazine. And original copies were also created for give-aways to winners of activities at the MINI 50th Birthday Celebration weekend in Clarence.