Pitch done at AKQA to promote the new BMW 2 Series, in June 2013.
Targeting Chinese young adults, the idea was to place the car as an essential tool to set them apart, so they can be different
from anyone else and be noticed such as. Literally owning this car would turn them second to none.
I was in charge of the whole Art Direction of the pitch, and produced 90% of the visuals in the span of three tiny weeks.
The plan was to launch first a serie of print ads, based on a double meaning from where the car was situated.
The way you choose to interpret it was depending on your mindset, either right or left side.
Car was 3D rendered, while I created the whole background digitally with some Shanghai pictures.
The ads would then redirect to our promotional website.
The promotional website would feature an interactive short movie, where users could follow a story,
but then make their own choices depending crucial situations.
People would then share on social networks their own version of the video in order to be eligible to win a huge incentive:
reward was the opportunity to drive the new car before its release on the movie set,
as it was done for the website experience. Explosions, car chase and helicopters, all this with Sora AOI
as your copilot (very famous japanese actress in China).
Inspired by movie marketing, the website would feature a rough trailer, a synopsis and a description of the characters.
Users would be taken through the whole movie, divided in chapters:
each of them focusing on a special feature of the car.
For the needs of the pitch the full synopsis was written and sorted out,
with every options.
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Dragging the timeline sideways would allow users to have a preview of what would happen in the next scene.
After the interactive experience, few options would be available :
Sharing your own trailer, Car configurator and booking a test drive.
For outdoor, we thought about a massive scultpure taking place in one of Beijing most famous mall.
This sculpture would represent a moment of the car chase, frozen in time.
Around that, various marketing elements such as QR redirecting to the website,
weibo links, and goodies would be avalaible.
"Second To None and our concept of duality continues as The All New BMW 2 Series
becomes available for our audience to experience and purchase. The thought sold in. The decision made.
The time has come to be Second To None."
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Quite few more things were created (such as weibo themes, more ambient, mobile versions, more prints)
but the most relevant ones are here. It was an awesome pitch which allowed me to think about various medias
and how they would interconnect, but moreover it got us into round II.
ECD : Johan VAKIDIS
Associate Creative Director (Concept & Copywriting) : Riaad V.D. MERWE
Associate Creative Director (Concept & Copywriting) : Riaad V.D. MERWE
UX / Design : Michael CHU
Art Director : Julien MOREAU
Art Director : Julien MOREAU
Designers : Jian Wei WONG / Meyou YU
