To celebrate the debut of the first-ever MINI Aceman, dentsu Switzerland was tasked with creating an unforgettable Out-of-Home (OOH) campaign. By turning a building façade at Zurich’s Hardbrücke station into a massive hand-painted mural, the campaign—brought to life in partnership with WAND AG—aimed to merge art and advertising. The initiative set a new benchmark for OOH campaigns in Switzerland, inspiring future activations that blend scale, speed, and innovation.
0
contacts generated in just 4 weeks
0
Switzerland’s largest hand-painted mural
0
until completion of the artwork
The challenge
Switzerland’s OOH landscape is notoriously conservative and tightly regulated, making bold, disruptive formats nearly impossible. The challenge for this campaign was to navigate these restrictions while still capturing the brand’s forward-thinking spirit. With limited time and creative assets, the team had to break conventional advertising norms and deliver a high-impact, culturally resonant experience in one of Europe’s most regulated OOH markets.
Our solution
Dentsu Switzerland secured Zurich’s iconic Hardbrücke station—a high-traffic urban hub—and in partnership with WAND AG transformed an entire building façade into a 450m² hand-painted mural. This fusion of street art and advertising was more than a media placement; it was a cultural statement. Created in just five days by a team of artists, the mural reflected MINI’s electric innovation and urban spirit, turning the cityscape into a canvas for change.
The result
The MINI Aceman mural campaign is a visual masterpiece that sparks conversations around electric mobility and innovation, proving the power of creative OOH in a restrictive market. The 450 m² mural, the largest in Switzerland, ensured maximum exposure in one of the country’s busiest commuter zones. 865,956 contacts were generated within just four weeks, demonstrating strong visibility and engagement in Zurich’s urban core. The campaign set a new benchmark for creative OOH in Switzerland, proving that when art meets advertising, the result is more than visibility—it’s impact.
MINI Switzerland
Advertising meets urban art
MINI Aceman's bold Zurich mural fuses urban art with electric mobility, redefining OOH advertising.
dentsu : BMW Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
Vizeum: GhanaPostGPS
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
Isobar: Aeronaut
Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.