Winners & Shortlists

ATTITUDE

TitleATTITUDE
BrandBMW GROUP
Product/ServiceBMWI8
Category A11. CASTING
Entrant Company SERVICEPLAN Munich, GERMANY
Advertising Agency SERVICEPLAN Munich, GERMANY
Production Company ICONOCLAST Paris, FRANCE
Production Company 2 LIME STUDIOS Santa Monica, USA
Production Company 3 ROCK PAPER SCISSORS Santa Monica, USA
Credits
Name Company Position
Alexander Schill Serviceplan Chief Creative Officer
Maik Kaehler Serviceplan Executive Creative Director Worldwide
Nikolaus Ronacher Serviceplan Creative Director
Nina Puri Serviceplan Creative Director
Axel Schilling Serviceplan Creative Director
Florian Klietz Serviceplan Account Supervisor
Melanie Blankenburg Serviceplan Account Supervisor
Anne Hoffmann Serviceplan Agency Producer
Charles/Marie Anthonioz Iconoclast Executive Producer
Nicolas Lhermitte Iconoclast Executive Producer
Julien Lemaitre Iconoclast Producer
Gus Van Sant Gus Van Sant Director
Kasper Tuxen Kasper Tuxen Director Of Photography
Bc Smith Lime Studios Music
Alessandro Cortini Lime Studios Music
Sandra Niessen Serviceplan Head Of Production
Markus Noder Serviceplan Managing Partner International
Jens Hoffmann Serviceplan Management Supervisor

Brief Explanation

This spot celebrates the striking and distinguishing mindset behind the creation of the BMW i8. It is the mindset of a true pioneer: Visionary, smart and confident. Always searching for solutions where others see problems. Always daring instead of doubting. Always producing facts where others only make promises. And finally producing the ultimate proof that the impossible is possible – in form of the i8. A carbon fact that leaves all doubts worries and fears far behind. The stunning transition from impossible fiction to possible fact is visualized by blurry, dreamlike images gradually turning into a razor-sharp reality. The British actress Mickey Sumner, who recently starred in the movie Frances Ha, embodies and voices the optimistic, smart and self-confident attitude behind the i8.

Creative Execution

When we created the i8 campaign we knew right away that we would need brilliant actors to bring them to life. By brilliant not meaning mean big names or great looks. What we were looking for were outstandingly charismatic personalities that would be able to tell the abstract transition from the impossible to the possible on a highly emotional level. Someone who was physically intense and emotionally involving and could act extremely open, pure and true. With the help of a Hollywood legendary casting director, operating from London, New York and Los Angeles, we found what we were looking for. It took us three intense weeks to cast more than 1000 actors around the world. And roughly another week to meet 73 selected actors in person let them go through the script and finally select 3 favorite actors together with the director.