BMW M Gladiators (2011)



Client and agency BMW Group, Interone China
Role Art direction, concept
Collaboration Ninik Vogelsang, 39°
Media Online
Information The campaign announced the release of the new lightweight BMW M3 Coupé with carbon-fiber roof of BMW's motorsport subbrand BMW M. The creative concept "BMW M Gladiators" links directly to the core of the brand – conveying that in every true M driver there is a special gene – the M gene. We created a viral video in which 3 BMW M drivers hear the inner call of the M gene and drive to a showdown place to rival for the new lightweight carbon-fiber BMW M3. The video preceded a large launch event, combining the features of BMW M and the desire of the target audience for passionate driving. The integrated advertising communications further elucidated the yet fairly new sub brand's values to the Chinese market, becoming another milestone of the brand's marketing in the local market.

















 
Index (all projects)
Citroën DS (2012)
BMW Desert Circle (2011)
BMW M Gladiators (2011)
Toilet Tic Tac Toe (2010)
Bosch Fridge Tetris (2010)
BMW M GmbH (2010)
Made in China (2010)
BMW China MediaGallery (2009)
BMW M iPhone App (2009)
BMW China Car Comparison (2009)
MINI China Academy (2009)
BMW X5 M & X6 M (2009)
BMW Z4 Roadster TVC (2008)
BMW Z4 Roadster Website (2008)
BMW Z4 Roadster Trailer (2008)
BMW M3 Convertible (2008)
BMW Unleashed (2008)
BMW M3 Sedan (2007)
Marc Aurel (2007)
BMW 1Series Coupé (2007)
BMW Individual (2007)
BMW 3Series Convertible (2006)
Portfolio No.13 (2006)
Tags: homemade, online
TheUnseenVideo (2005)
Tags: homemade, online
NiteSymbiosis (2005)
Intoxicating Depths (2005)
Theatre Poster Danton’s Death (2005)
Design Magazine "Prall" (2004)
DVD Showreel (2004)
Theatre Poster Don Giovanni (2004)
Theatre Poster Hair (2004)
Magazine »Pik« (2003)
Online Ink (2003)
Tags: homemade, online
 
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