THE 8 EXPERIENCE

TitleTHE 8 EXPERIENCE
BrandBMW (SWITZERLAND) AG
Product/ServiceBMW 8
Category D01. Screens & Events
Entrant SERVICEPLAN SUISSE Zürich, SWITZERLAND
Idea Creation SERVICEPLAN SUISSE Zürich, SWITZERLAND
Production SHINING PICTURES Zürich, SWITZERLAND
Credits
Name Company Position
Raul Serrat Serviceplan Suisse AG Executive Creative Direction
Simon Staub Serviceplan Suisse AG Creative Direction
Florian Birkner Serviceplan Suisse AG Creative Direction
Dieter Boller Serviceplan Suisse AG Senior Copywriter
Günter Zumbach Serviceplan Suisse AG Copywriter
Daniel Hesse Serviceplan Suisse AG Senior Art Director
Nathalie Jakober Serviceplan Suisse AG Art Buying / Agency Producer
Marco Lutz Marco Lutz Director
Leonardo Sanfilippo Shining Pictures GmbH Producer
Federico Bettini Jingle Jungle AG Music engineer

Write a short summary of what happens in the film

At the center of the idea lay a very different kind of test drive for Michael Fehr, a writer who has been almost blind since birth, giving him a perspective like no other on the BMW 8 Series and how it truly feels to drive it. Fehr’s experience was captured in the short film, „The Experience Test Drive“. The film’s imagery imitates the almost blind writer’s restricted field of vision – an effect created by a unique and purpose-built lens technique.

Cultural/Context information for the jury

There were three months to go before the premiere of the new BMW 8 Series. As its unveiling drew nearer, speculation about the car’s design began to mount. At this point, the new 8 Series’ appearance was still a tightly guarded secret. But how could we build interest in a car we couldn’t show – among a target audience with little interest in traditional car reveals? We turned the car’s reveal into a cultural event. Starring Michael Fehr, an almost blind writer, whose experience as a test driver was captured in a short film and announced with a teaser. The idea inspired curiosity and drew a big crowd at BMW’s Swiss headquarters, where the short film was premiered to an excited audience. Michael Fehr reflected on his experience in a podium discussion with Art Basel boss Marc Spiegler, before the new BMW 8 was finally revealed.