Best of marketing innovation : Oct 16, 2024

TBWA shows how the Nissan Qashqai 'elevates your urban drive' in this CGI spot, followed by an IRL stunt of parking a car on the side of the Truman Brewery in London.

Utilizing AI, Serviceplan launched a new print campaign that features the BMW Motorrad in five different landscapes that reflect the colors of country flags.

Serviceplan Switzerland

Serviceplan Switzerland Zürich, Suiza

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• Marca: BMW Motorrad
• País: Suiza

• Anunciante: BMW

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• Premios
• Marca
• Campaña

Título	Discover the World: Italy
Agencia	Serviceplan Switzerland
Campaña	Discover the World
Anunciante	BMW
Marca	BMW Motorrad
Fecha de primera difusión/publicación	2024 / 10
Sector Empresarial	Ciclomotores
Sinopsis	New paths, new scents, new encounters—BMW motorcycles represent ultimate freedom and adventure, offering everything needed to embark on a journey of rediscovery, whether on asphalt, gravel, sand, or mud. This spirit is captured in BMW Motorrad’s brand promise: “Make life a ride.”   Inspired by this promise, Serviceplan Switzerland launched a new image campaign, inviting us to rediscover the world in a creative way. The campaign features five stunning landscapes that reflect the contours of country flags, each incorporating one of five BMW motorcycles, seamlessly blending design and adventure.   “With the BMW Motorrad flags, we’ve captured the essence of our brand promise, ‘Make life a ride,’ in a uniquely diverse way,” adds Marc Gobeli, Head of Marketing at BMW Motorrad Switzerland.   Each BMW model is presented in harmony with the landscape’s unique characteristics, evoking the colors and shapes of the flags of various countries. The landscapes range from the rugged hills of Spain to the serene beaches of France, the coast-spanning bridges of Scotland, the panoramic paths of Italy, and the breathtaking gravel roads of Tanzania. Specific local features were also included, such as the red waters and white salt banks of France’s Camargue region, known for housing Europe’s largest flamingo population.   The visuals were partially created in the photo studio, where the motorcycles were photographed to ensure high-quality and technical precision. The landscape elements were crafted using detailed CGI and enhanced with AI to align with predefined design elements. These digital components were then seamlessly combined with the real photos to create the final, striking imagery.   “AI and modern tools have democratized creativity. The realization of this campaign wouldn’t have been possible without today’s technology. At the end of the day, a great idea is always the foundation of any standout work,” says Marcin Baba, Executive Creative Director at Serviceplan Suisse.
Medio	Exterior
Director artístico	Hanning Beland
Concepción / Redacción	Peter Liptak
Director creativo	Thomas Lüber
Director ejecutivo de creación	Marcin Baba
Consulting	Kristina Petersen
AI Engineer	Regina Calix Jo
AI Engineer	Maggy Fischer
AI Engineer	Christoph Struber
AI Engineer	Sebastian Weidner
AI Engineer	Nicolas Plauert
AI Engineer	Dominik Moser
AI Engineer	Sandra Meyer
MÍDIA	Beat Graf
MÍDIA	Thomas Koller
MÍDIA	APG Advertising
MÍDIA	Ragavi Thiyagarasa
Foto / Ilustración	Mathias Zuppiger
Foto / Ilustración	Marc Keller

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