Sometimes it just takes 3 words to mark a big break in a brands history. In 2018 we launched the whole new BMW-category of high-luxury cars under the roof of Bayerische Motoren Werke – the full name of BMW.
Under the roof of Bayerische Motoren Werke we summarised BMWs most valuable cars such as THE 8, THE 7 and THE X7 while also expanding the brands platform with the original content series Bold Voices.
THE 8 / City of no cars
Venice. The city of no cars. A luxury sports car driving in a city where driving is normally impossible.
The film tells the story of a young car enthusiast – who unfortunately grows up in Venice, the city of no cars. 20 years later, as a grown man, he lives out his dream by driving a dream car through the Venetian canals.
Take a look behind the scenes of the TVC production for the all-new BMW 8 Series Coupe. In this film, you get to see personal insights of the Venetians, working and living in the city crisscrossed by canals.
Credits:
Agency: Serviceplan Campaign International Hamburg
Global Chief Creative Officer: Alexander Schill
Executive Creative Partner: Markus Kremer, Thomas Heyen
Managing Partner: Florian Klietz
Creative Director: Kolja Danquah
Senior Art Director: Damian Kuczmierczyk
Senior Copywriter: Bastian Tripp
Creatives: Philipp Trübiger, Daniel Hill
Producer: Henning Rieseweber
Management Supervisor: Kristian von Elm
Production: ANORAK × Somesuch
Director: Daniel Wolfe
Cinematographer: Monika Lenczewska
Editor: Dominick Lurhm
Content Photographer: Artem Nadyozhin
Post Production: The Mill
Cannes Lions
Bronze Lion in Cinematography
New York Festival
Third Prize Award in Art Direction/Production Design
Finalist Certificate in Direction
ADC Global
Bronze Cube in Cinematography
Merit in Editing
Merit in Cinematography
ADC Germany
Bronze in Cinematography
Merit in Set-/Production-Design
The British Arrows
Silver in Costume/Wardrobe
Silver in Production Design
Red Dot Design Award
Winner in Commercial
Clio Awards
Silver in Direction
Bronze in Cinematography
THE 7 / Above the clouds
With the new BMW 7 Series, driving pleasure and ride experience reach an unprecedented new level in the luxury segment.
To campaign its market launch, we created emotional storytelling that could place modern luxury as a bold attitude – one that overcomes boundaries, expands the freedom of individual mobility, and discovers new horizons.
The TVC’s story follows a pilot making an unusual decision when a bad weather front prevents a private plane from taking off.
Credits:
Agency: Serviceplan Campaign International Hamburg
Global Chief Creative Officer: Alexander Schill
Managing Partner: Markus Kremer, Thomas Heyen, Florian Klietz
Creative Director Copy: Kolja Danquah
Senior Art Director: Damian Kuczmierczyk
Senior Copywriter: Bastian Tripp
Art Director: Philipp Trübiger
Concept Creative: Daniel Hill
Producer: Christoph Köhler
Management Supervisor: Kristian von Elm
Senior Account Manager: Adam Karger
Production: Tony Petersen Film Hamburg
Executive Producer: Carlo Walther
Director: Dan DiFelice
Cinematographer: Steve Annis
Editor: Emma Backman
Post Production: Framestore London
Music: Massive Music Amsterdam
Bayerische Motoren Werke / Bold Voices
To launch BMW’s new luxury segment Bayerische Motoren Werke we partnered with a variety of creators from around the globe. We created the format Bold Voices, giving those creative pioneers a platform by portraying their distinct attitudes while taking a step back as a brand.
BMW × Studio Drift
The first episode features Amsterdam-based Studio Drift. The duo discusses the role of beauty and freedom in their work.
BMW × Stefan Sagmeister
The second episode features legendary designer Stefan Sagmeister. He talks about internal honesty, gut feelings and the power of believing and highlights the importance of risk taking.
BMW × Rem Koolhaas
The third episode features iconic architect Rem Koolhaas who explores the creative potential of chaos in the world.
Credits:
Agency: Serviceplan Campaign International Hamburg
Creative Director: Kolja Danquah
Junior Creatives: Philipp Trübiger, Daniel Hill, Niklas Scholz
Head of Production: Henning Rieseweber
Account Director: Kristian von Elm
Senior Account Manager: Yasmin Gibbah
Production: Tony Petersen Film Hamburg
Executive Producer: Carlo Walther
Director: Bode Brodmüller
Cinematographer: Muli Multhoff
Editor: Ole Wiedemann
Producer: Benjamin Calcott
Colorist: Mike Bothe
Music: Massive Music Amsterdam