Title | THE MOVING WALL |
Brand | BMW |
Product/Service | BMWX4 |
Category |
C02. INSTALLATION AND ENVIROMENT BRAND EXPERIENCE |
Entrant Company
|
SERVICEPLAN Munich, GERMANY
|
Advertising Agency
|
SERVICEPLAN Munich, GERMANY
|
Media Agency
|
MEDIAPLUS Munich, GERMANY
|
Production Company
|
DIE BILDPRODUKTION Hamburg, GERMANY
|
Credits
Alexander Schill |
Serviceplan |
Chief Creative Officer |
Maik Kaehler |
Serviceplan |
Executive Creative Director Worldwide |
Christoph Nann |
Serviceplan |
Executive Creative Director |
Roman Becker |
Serviceplan |
Creative Director/Art Director/Graphic Design/Director/Editor |
Andreas Schriewer |
Serviceplan |
Creative Director/Copywriter |
Andreas Kurhan |
Serviceplan |
Junior Copywriter |
Senjel Gazibara |
Serviceplan |
Art Director/Graphic Design |
Markus Kriesmair |
Serviceplan |
Junior Art Director |
Christopher Hanebuth |
Serviceplan |
Junior Art Director |
Josephine Schuett |
Serviceplan |
Account Supervisor |
Kristian Von Elm |
Serviceplan |
Account Supervisor |
Kim Chiara Ulbrich |
Serviceplan |
Account Supervisor |
Bastian Georg |
Die Bildproduktion DBP Gmbh |
Graphic Design |
Ralf Baumeister |
Die Bildproduktion DBP Gmbh |
Producer |
Julia Gerhardt |
Neverest |
Producer |
Florian Panier |
Serviceplan |
Executive Creative Producer |
Ralf Lippmann |
German Wahnsinn |
Sound Designer |
Brief Explanation
The unique character of the BMW X4 lies in the special lines of its design - a unique new design between SUV and sports car that moves the viewer. This insight should convey the communication.
The Brief
The goal of the client was to create communication for the introduction of the new BMW X4, that fulfills the special character of the car - and despite the tight budgets generates a lot of attention.
How the final design was conceived
Our execution: A unique new billboard that moves with its lines – just like the automobile.
On the billboard we show driving shots of the vehicle with backgrounds. The special feature: In the lightbox of the billboard two foils were briefly suspended after the other. With the background that only shows lines, specially-designed moiré-effects appear, that creates a flowing movement, as the observer walks by.
That means: the vehicles look like they would drive.
Indication of how successful the outcome was in the market
The billboard moves the viewer - just like the BMW X4 - with special lines.
In addition, we have animated a medium (billboard), that is usually static, and increased the viewer's attention and the mediums effect immensely.
For two months the billboard generated attention for the BMW X4 and BMW design in general in the target group. During this time it was "experienced" by about 12,400 people per day.