We conceived and implemented an umbrella campaign for the entire X Series from BMW. The international campaign follows communication using the “Choose your X” umbrella concept – launched on the release of the new THE X1 and THE X6.
Derived directly from the product, the letter X is used as the ultimate symbol of free choice.
The umbrella is adapted to all markets worldwide and will be used for at least three years: Three TV adverts, two online launch videos and eight other videos of various lengths.
Agency: Serviceplan Campaign International
Global Chief Creative Officer Serviceplan Group: Alexander Schill
Executive Creative Director & Partner: Markus Kremer, Thomas Heyen
Managing Partner: Florian Klietz
Management Supervisor: Kristian von Elm
Account Manager: Sebastian Benedikt Vermaat
Producer: Nicholas Conradt
Creative Director: Bastian Tripp, Damian Kuczmierczyk
Art Director: Philipp Trübiger
Concept Creative: Daniel Hill
Director: Jan Wentz
Shortlist in Editing
New York Festival
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