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 Tilley

Music: 2WEI Music

Die Klappe
Bronze in Editing

Red Dot Design Award
Winner in Film Craft

ADC Germany
Merit in Editing
Merit in Camera

ADC Global
Merit in Editing
Merit in Photography

New York Festival
Finalist in Editing
Shortlist in Photography

Shortlist in Editing