BMW offers the widest range of SUV models on the market: The X Series. But with every new model it gets harder to promote the vehicles individually. That is why we conceived and implemented an umbrella campaign for the entire X Series. The international campaign follows communication using the “Choose your X” umbrella concept – launched on the release of the new THE X1 and THE X6.
Our core-concept contained a simple truth: Independence is the freedom of choice. And as the letter X – the same symbol, every SUV from BMW is tagged with – is used as the ultimate symbol of free choice, the core of the concept is derived directly from the product.
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.
As the campaign was conceived in a highly modular way, each new model can receive a stand-alone TVC while still fitting perfectly under the overarching roof. The first two additions after the main roll-out were THE X1 PHEV and THE X2 Mesh Edition, which we conceived and shot roughly one year after the initial campaign:
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
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