The concept here is that Mini has stripped out the superfluous things in its cars and build only what is necessary. So when it came to an outdoor campaign, DraftFCB in Zurich wondered if they really need to print new billboards to communicate this message. They take existing poster units, sandblast a design through the layers of paper ads already on them to the bare metal, then strip away a few layers of paper still left to create a new image. A video of the whole process is below.
This is one of those executions that works better as a story told through video than as an actual billboard. I suppose I’d be pretty damn impressed if I happened to walk by one of these though.