BMW REV UP YOUR FAMILY

Silver Eurobest
TitleBMW REV UP YOUR FAMILY
BrandBMW GROUP
Product/ServiceBMW 2 SERIES GRAN TOURER
Category A07. Use of Original Music
Entrant Company SERVICEPLAN Munich, GERMANY
Advertising Agency SERVICEPLAN Munich, GERMANY
Production Company CZAR.DE Hamburg, GERMANY
Production Company 2 HARVEST DIGITAL AGRICULTURE Hamburg, GERMANY
Production Company 3 GERMAN WAHNSINN Hamburg, GERMANY
Credits
Name Company Position
Alexander Schill Serviceplan Chief Creative Officer
Maik Kaehler Serviceplan Executive Creative Director Worldwide
Kolja Danquah Serviceplan Creative Director
Sabrina Schwartz Serviceplan Account Supervisor
Sandra Niessen Serviceplan Agency Producer Film
Thorne Mutert Czar Film Creative Producer
Rahel Klemperer Czar Film Creative Producer
Martin Werner Freelacer Director
Martin Ruhe Feeelancer DoP
B.C. Smith ACBC Los Angeles Music Producer/Sound Design
Allessandro Cortini ACBC Los Angeles Music Producer/Sound Design
Adrian Aurelius BaconX Copenhagen Music Producer/Sound Design
Peter Brandt Czar Film Editor
Christoph Schröer Harvest Digital Agriculture Animation/Special Effects
Alexader Napierski Harvest Digital Agriculture Animation/Special Effects
Daniel De Vue BaconX Copenhagen Grading
Michelle Derrick Partner Films Toronto Production Design

The Campaign

The film follows a rock band in the making. It tells the story of a young girl and her three brothers who give everything to become a true garage band: practice, earn extra money for new instruments, play in small clubs, get in trouble with the police, practice again, be on the road, be tired in school, record a demo. Finally they get on the big stage to rock the audience. Simultaneously it tells the story of the dad. A loving father who sacrifices time and energy to act as their roadie, manager, and driver of the bandwagon – a seven-seated BMW 2 Series Gran Tourer. In the end it shows a story of success – achieved by a slightly different family -, because they are not just becoming successful in the music business, but spend valuable quality time together.

Creative Execution

The right cast, and right track were crucial in telling the story of a kids band in the most authentic way. Our initial goal was to find young talents from age 8 to 13 and let the track be recorded by professionals, who would play it more “amateurish”. We found a 12-year-old girl with a fantastic voice, and – in another casting three – brothers age 9, 11, and 13, who actually had a band together. When we invited them to the studio the kids instantly took over and nailed the track after a just few takes. During the four-day shoot, we constantly audio-recorded their original performance on set, which gave us the ability to play in the edit with different intensities, environments, developments of the song and create a great sound design, where the song starts in fragments, then comes more and more alive during the film, until it hits the final stage with peak performance. Yet, the most amazing part of the process was that we actually created a highly promising newcomer band. The kids stayed together after the shoot, started recording more songs and are on the radar of some big name producers in the music biz – stay tuned.