Serviceplan Middle East Awarded First Cannes Gold Lion for MINI
Posted on 2021 Jul,15

Serviceplan Middle East picked up its first Cannes Gold Lion for its ‘MINImalism’ creative campaign for MINI, at the world-famous Cannes Lions International Festival of Creativity recently. ‘MINImalism’ was the most awarded campaign for Serviceplan Group, winning one Gold in the Outdoor category, and two Bronze in Industry Craft.

The campaign was created for MINI Middle East and AGMC, the official importer of MINI vehicles in Dubai, Sharjah and the Northern Emirates, and has been running since May this year across Dubai.

Natalie Shardan, General Manager, Serviceplan Middle East commented: “We are very excited about this win. This great collaboration between us and our colleagues in Hamburg is a clear demonstration of Serviceplan Group’s philosophy of ÜberCreativity, which focuses on the higher form of innovation that happens when different communicative disciplines combine their specific strengths.”

“It is also a proud personal achievement for us as it puts our Middle East office on the global awards map. We have worked very hard in the past three years to get the best minds and creative talents under one roof, and our recent wins at The Loeries, Dubai Lynx and Cannes are a testament to these efforts. I’d like to thank all our clients and especially the BMW Group and AGMC for their trust and constant support.”

Yann Woisson, Head of MINI Middle East, commented: “The ‘MINImalism’ campaign is a bright and original idea that our agency, Serviceplan, conceptualised. It gives a dynamic and stylish insight into the features and options that all MINI vehicles can be equipped with, and we were delighted to see AGMC become the first partner in the Middle East region to successfully implement the campaign in their showroom”.

Jochen Becht, Marketing Director at AGMC, commented: “MINI has been always based on a bold and inventive spirit shaped by a community of passionate people. The ‘MINImalism’ campaign is a perfect reflection of integrated, contemporary rationalism and a creative as well as visionary brand aspiration – the ideal combination of a strong physical message with respective digital amplifications. I would like to sincerely thank Serviceplan Middle East as our lead marketing agency and the MINI Regional Office Middle East for their support and trust to successfully execute such an aspirational campaign.”

In total Serviceplan Group won 2 Gold, 1 Silver and 4 Bronze Lions for campaigns from Serviceplan’s Houses of Communication in Dubai, France, Germany, Korea and Spain. The award-winning work was for clients; Dot corporation, MINI, METER Group, Règles Élémentaires and Sea-Watch.


Breakdown of awards:

  • GOLD - MINI, MINImalism // Outdoor Lions, Posters: Sector Automotive.
  • GOLD - Sea-Watch, LIFEBOAT-The Experiment // Outdoor Lions, Ambient & Experiential, Immersive Experiences.
  • SILVER – Meltdown Flags // Digital Craft – Data & AI – Data Visualisation 
  • BRONZE - RÈGLES ÉLÉMENTAIRES, INVISIBLE WOMEN // Media – Use of Brand or Product into a Programme of Plattform 
  • BRONZE – MINI // Industry Craft – Art Direction – Brand & Communications Design 
  • BRONZE – MINI // Industry Craft – Illustration – Brand & Communications Design 
  • BRONZE – Dot Go // Digital Craft – Technology – Innovative Use of Technology