| Title | #DEATHVALLEYMESSAGES |
| Brand | BMW GROUP |
| Product/Service | BMW X5 |
| Category |
B02. TYPOGRAPHY |
|
Entrant Company
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency
|
SERVICEPLAN Munich, GERMANY
|
|
Media Agency
|
MEDIAPLUS Munich, GERMANY
|
Credits
| Alexander Schill |
Serviceplan |
Chief Creative Officer |
| Maik Kaehler |
Serviceplan |
Executive Creative Director Worldwide |
| Matthaeus Frost |
Serviceplan |
Creative Director/Art Director |
| Tom Meifert |
Serviceplan |
Creative Director/Copywriter |
| Axel Schilling |
Serviceplan |
Creative Director/Art Director/Photographer |
| Kristian Von Elm |
Serviceplan |
Account Supervisor |
| Florian Panier |
Serviceplan |
Executive Creative Producer |
| Michael De Meyer |
Freelancer |
Editor |
| Uwe Duettmann |
Uwe Duettmann |
Mailing Photographer |
Brief Explanation
The key objective was to show the 'relationship' between the car and the driving surface in a real, direct and intense way. Only challenge: Where do we find a driving surface that speaks directly to us (without any photoshop needed)?
The Brief
The brief was to develop a campaign that shows that the BMW X5 is prepared for any challenge a driving surface can pose – thanks to the excellent features of the BMW X5: xDrive, Efficient Dynamics, Dynamic Stability Control, Active Steering and lots of horsepower. The campaign should drive people to get involved more in the world of the new BMW X5.
How the final design was conceived
The BMW X5 is all about mastering real nature challenges. So in this case, the way to go was to let nature do the type design. It did a good job, we think. We only added the real geographical coordinates to the letters.
Indication of how successful the outcome was in the market
Traffic on our website increased significantly, and also 40% more test drive appointments for a ride on the X5 were made.