MINI ‘MINImalism’ is Serviceplan Group’s Most Awarded Campaign at Cannes Lions 2021

After a one-year hiatus due to the Covid-19 pandemic, Cannes Lions returned this June with a virtual edition of the world-famous International Festival of Creativity. MINI ‘MINImalism’, conceived by Serviceplan Germany in collaboration with Serviceplan Middle East, was the most awarded campaign for Serviceplan Group, winning one Gold in the Outdoor category, and 2 Bronze in Industry Craft. In total Serviceplan Group won two Gold, one Silver and four Bronze Lions.  

During a year of Pandemic-induced lockdowns around the world, Outdoor became an important category, as it was in some ways the only form of communication to the outside world.  There were 2,052 entries from which the jury awarded 13 Gold, 21 Silver, and 27 Bronze Lion as well as three Grands Prix.

Also recognised by Cannes Lions were ‘LIFEBOAT – The Experiment’, a campaign for refugee NGO Sea-Watch aimed at raising awareness of the dangers faced by refugees undertaking sea crossings, which won a Gold in Outdoor, and environmental campaign METER ‘Meltdown Flags’, which was awarded a silver Lion in digital craft. 

‘Dot Go for Dot Corporation’ was awarded Bronze in Digital Craft, while the Règles Élémentaires campaign ‘Invisible Women’, created by Serviceplan France, also collected a Bronze. 

For Serviceplan Middle East, who were involved in MINI ‘MINImalism’, and Serviceplan Spain, who participated in ‘Meltdown Flags’, these were their first ever Cannes Lions wins. A lot of the award-winning campaigns were collaborations between different agencies and Houses of Communications, demonstrating the great power of ÜberCreativity, Serviceplan Groups’ driving force. ÜberCreativity  is a higher form of innovation which happens when different communicative disciplines combine their specific strengths. 

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