BMW: BMW

Credits & Description:

JUNG VON MATT Hamburg, Germany Entrant Company
JUNG VON MATT Hamburg, Germany Idea Creation
SIMON & PAUL Hamburg, Germany Production
Advertised brand: BMW AG
Advertising Agency: Jung von Matt/SPREE, Berlin, Germany
Executive Creative Director: Till Eckel, Joachim Kortlepel
Creative Director: Christian Wölky, Stefan Amtmann, Mihai Gongu
Art Director: Dustin Przibilla, Elena Knittelfelder, Sebastian Hölzer, Christian Dallmeier
Copywriter: Lena Charbonnier, Simon Knittel
Client Service Director: Jan Anderssen
Account Director: Niels Böse
Project Manager: Cathleen Losch
Head of Production: Stephan Süß, Sven Hannemann
Film Production Company: Simon & Paul GmbH
Executive Producer: Simon Fessler
Director: Tobias Paul
DoP: Jannik Nolte
Editor: Jorn Schumann
Composer (2WEI): Simon Heeger & Christian Vorländer
Colorist (Slaughterhouse Zürich): Samuel Muff
Photographer: Ralph Larmann (Ralph Larmann Company)
Till Eckel Jung von Matt AG Executive Creative Director
Sven Rebholz Jung von Matt AG Managing Director
Joachim Kortlepel Jung von Matt AG Executive Creative Director
Christian Woelky Jung von Matt AG Creative Director
Stefan Amtmann Jung von Matt AG Creative Director
Mihai Gongu Jung von Matt AG Creative Director
Dustin Przibilla Jung von Matt AG Art Director
Elena Knittelfelder Jung von Matt AG Art Director
Sebastian Hölzer Jung von Matt AG Art Director
Simon Knittel Jung von Matt AG Copywriter
Lena Charbonnier Jung von Matt AG Copywriter
Cathleen Losch Jung von Matt AG Project Manager
Jan Anderssen Jung von Matt AG Client Service Director
Niels Böse Jung von Matt AG Account Director
Christian Dallmeier Jung von Matt AG Senior Art Director
Stepan Süß Jung von Matt AG Head of Production
Sven Hannemann Jung von Matt AG Head of Production
Simon Fessler Simon & Paul GmbH Executive Producer
Tobias Paul Simon & Paul GmbH Regie/Director
Jannik Nolte Simon & Paul GmbH Director of Photography
Jorn Schumann Simon & Paul GmbH Editor
Simon Heeger 2WEI Composer
Christian Vorländer 2WEI Composer
Samuel Muff Slaughterhouse Zürich Colourist
Ralph Larmann Ralph Larmann Company Photographer
Ann-Kathrin Geertz BMW AG Head of Marketing Communiactions
Stefan Ponikva BMW AG Product Manager
Sebastian Vermaat BMW AG Campaigns, Artwork, Retail Marketing (BM-30) BMW Group
Julia Tebel BMW AG Messen BMW Group, Events BMW (BM-43)
Kirsty Skinner-Gerth BMW AG Product Manager
Published: December 2017
Synopsis:
In the public’s view, German carmakers were lagging behind in electric mobility. But with 100,000 electrified vehicles delivered in 2017, BMW outshone even brands like Tesla.
It was time to share this fact not only with our competitors but also with the entire world. To spark a shift in perception and celebrate this business landmark, we spectacularly transformed our oldest landmark, one that has never been used before for communication purposes.
The four-cylinder tower in Munich – BMW’s headquarters and symbol of the gasoline engine – became, thus, on 18 December 2017 an icon of BMW’s vision for the future. A carefully choreographed spectacle of light turned the four cylinders into four 101-metre-high electric batteries.
Over 500 mobile head lights and projectors, 128 tons of equipment, 820 m3 of material and 6 months of planning transformed a landmark into an iconic image generating over 148 million PR impressions worldwide.
Entry Summary
In the public’s view, German carmakers were lagging behind in electric mobility. But with 100,000 electrified vehicles delivered in 2017, BMW outshone even brands like Tesla. It was time to share this fact not only with our competitors, but also with the entire world. We were briefed to mark the delivery of the 100,000th electrified BMW, an i3, with a message about BMW’s vision for the future that should generate a positive response across the world and shift the perception about the brand.

Brief Explanation
To spark a shift in the perception that the German carmaker was lagging behind in electric mobility and celebrate BMW’s latest business landmark - the delivery of the 100,000th electrified BMW in 2017 - we spectacularly transformed our oldest landmark, one that has never been used before for communication purposes. The four-cylinder tower in Munich – BMW’s headquarters and symbol of the gasoline engine – become, thus, on December 18th 2017, an icon of BMW’s vision for the future. For the delivery of the 100,000th electrified BMW, we invited people to the tower to celebrate this historic moment together. A carefully choreographed spectacle of light turned the four cylinders into four 101-metre-high electric batteries.