The Corporate Design was done by Interbrand. We made the ads. And I mean: many. Now, it all looks simple. But for each of the 50 brand ads that were published around 100 landed in the bin. We experimented a lot.
Some were flat ads, others had things stuck to them, other were somehow interactive. And of course the whole campaign won many awards - including Gold Effies.
Some were flat ads, others had things stuck to them, other were somehow interactive. And of course the whole campaign won many awards - including Gold Effies.
This is "interactive" in a nicely old-fashioned way: Cut up the ad to make your own puzzle. IS IT LOVE?
Our tribute to Mr. Spock.
A bit of an insider joke for Art Directors.
The TV campaign for the core brand MINI brought a new tone to car advertising in Germany and Europe.
Always with a twinkle in the eye, always a bit irreverent yet somehow relaxed. We made around 10 ads.
This one remains to be my favourite. Just like print the films also won countless awards.
Always with a twinkle in the eye, always a bit irreverent yet somehow relaxed. We made around 10 ads.
This one remains to be my favourite. Just like print the films also won countless awards.
A Diesel engine? In a MINI? Are you kidding? The British traditionalists would not like it. But you cannot win southern European markets without offering Diesel. Hence it was launched in 2003. Though lead agency, we had to pitch against many European agencies. We won. I ended up travelling to all the local clients and agencies to sell it in. Quite a task.
You will notice: The Diesel got a slightly changed layout, a specific launch color and additional copy elements – including the model tagline "The only Diesel that's a MINI". Need I mention this campaign also won awards?!
You will notice: The Diesel got a slightly changed layout, a specific launch color and additional copy elements – including the model tagline "The only Diesel that's a MINI". Need I mention this campaign also won awards?!
One of three TV ads we made specifically for the launch of the MINI One Diesel. Again: for southern Europe.
The ads took the tonality and youthful fun deployed with the masterbrand and combined them with Diesel
specific stories. So in this one three friends play a quirky game to highlight the superior range of the car.
The ads took the tonality and youthful fun deployed with the masterbrand and combined them with Diesel
specific stories. So in this one three friends play a quirky game to highlight the superior range of the car.
Another range of ads. We called these the "substance" ads as they pushed specific attributes of the car.
Another model we launched was the sport version COOPER S. The most masculine model got a unique metal layout (thanks to my partner Götz Ulmer). The word SUPERCHARGED was used as model tagline. Interestingly, in most European countries people would not understand the actual technical meaning but somehow played back: cool, fast, best. That was good enough for us. The supercharger in the car demanded an extra airintake. And that allowed for some fun. Beware Superman...
Our tribute to Popeye.
As lead agency for Europe it is not all glory. Countless little side projects needed attention. For instance small space dealership ads for the Netherlands - which explains the "Drug-Dealers" pun. But even on the smallest of projects we pushed to make something nice. I still like these.
