Title | THE 8 EXPERIENCE |
Brand | BMW (SWITZERLAND) AG |
Product/Service | BMW 8 |
Category |
D01. Screens & Events |
Entrant
|
SERVICEPLAN SUISSE Zürich, SWITZERLAND
|
Idea Creation
|
SERVICEPLAN SUISSE Zürich, SWITZERLAND
|
Production
|
SHINING PICTURES Zürich, SWITZERLAND
|
Credits
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.