When BMW launched the concept of the new 4 series at the IAA in September 2019, its completely revised design divided its audience into lovers and haters.
The angular design-language and oversized kidneys became key topics of controversy, with a polarising introduction to the world that laid the foundations for our campaign: Enjoy every edge – a tribute to integrity and character – to embrace your edges as a strength and not a weakness.
The campaign was executed with two TVCs (one each for the coupé and the convertible), cut-downs for different media, a variety of “made-for-social” Instagram-stories and accompanying stills by an on-set photographer.
Agency: Serviceplan Campaign & Content
Managing Partner: Markus Kremer, Thomas Heyen, Florian Klietz
Creative Directors: Damian Kuczmierczyk, Bastian Tripp
Art Director: Philipp Trübiger
Concept Creative: Daniel Hill
Senior Account Manager: Sebastian Vermaat
Producer: Christoph Köhler
Production: Tony Petersen Film Hamburg
Executive Producer: Carlo Walther
Director: Bode Brodmüller
Cinematographer: Timothy Sedgwick, Pascal Remond
Editor: Ole Wiedemann
Producer: Peggy Geibig
Social Media: Konrad Berthold
Photography: Dune Tilly
Music: 2WEI Music