The Drum Awards for Marketing - Entry Deadline

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Client: Mini
Date: Jul 2019
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To celebrate the global launch of its first all-electric car, Mini Netherlands has partnered with agency 180 Kingsday to create an interactive mural, inviting the viewer to rediscover the power of electricity.

Designed by 180 Kingsday and illustrated by Dutch artist Franky Sticks, the seven-metre-long mural, which sits in Rotterdam’s cruise terminal, pays homage to the city and celebrates Mini Netherlands' mission to put passion back into electricity. The Mini Electric, which will go to market in March 2020, has a battery that allows for a range of 232 WLTP kilometres and can be recharged in 35 minutes.

Employing Franky’s signature style of strong flowing linework and vivid colour, the mural offers viewers a multi-sensory experience. Using conductive ink, the painting, which includes references to some of Rotterdam’s most iconic landmarks - including Piet Blom’s cube houses, the Erasmus bridge, the euromast tower and the city’s famed rave scene - becomes a circuit board. When triggered by human touch, the illustrations become animations, created by Flaton Arts, lighting up and moving across the wall. Music and sound emanate and hidden amongst it all is a camera, waiting to take the perfect selfie.


Agency: 180 Kingsday

Client: Mini Netherlands

Artist: Franky Sticks