While MINI is best known for its visual design, its affiliation with Safety is often ignored or forgotten, especially as many of the safety features and technology in automotive become normalized across all brands. MINI wanted to raise greater awareness to their commitment to safety, and to give the brand a unique point of differentiation while creating conversation that goes beyond generalities to speak to the brand’s more human-centric design approach. This visual and manifesto were created to act as the catalyst for that repositioning, both internally in how MINI thinks and promotes safety in Japan, and with customers who demand the reassurance of a safe and pleasurable drive.
In this work the iconic design of the MINI body has been recreated through the hands of drivers actively controlling different safety features as they drive. This is meant to showcase how the entirety of each MINI is designed to work comfortably in the hands of our drivers so they feel more confident and secure behind the wheel. The black and white tonality is meant to give the necessary gravitas to the topic, while the gentle nature and warmth of each hand therein conveys the care and human touch applied by MINI.
RESULTS The work has created a new appreciation and understanding toward MINI safety, which has in turn led to longer and richer conversations at showrooms with customers, and even longer average time spent on our website since the content first launched.
beacon communications k.k.
JR Tokyu Meguro Building 3-1-1 Kami-Osaki Shinagawa-ku, Tokyo 141-0021 JP