The BMW X5 deserved more than another car campaign showcasing staged features and technology.Instead of simply putting features and innovations in motion, we turned them into stories. Stories built around the two sides of the BMW X5:
The unpredictable, humorous moments of family life - and - the demands and intensity of the business world.
SIDES OF LIFE
Two very different worlds. One campaign.
In the product films,
we meet our two protagonists in the lighter moments of life, navigating humorous family situations or heading out on a weekend adventure with friends.
In the TVC
We meet them again. This time, with poker faces, sitting across from each other at the negotiating table. Their companies are about to merge. And we become part of the final, tense moments of the deal.
The two worlds continued across social media.
But instead of simply cutting down the main films, we created original, story-driven content designed specifically for the platform.
In print, we brought the two worlds to life through bold contrasts in location and visual staging.
Agency - Jung von Matt Hamburg / Managing Partner - Thimoteus Wagner / Executive Creative Director - David Leinweber, Michael Wilde / Creative Director - Damian Kuczmierczyk / Senior Art Director - Jan Altmann, Svea Lehment, Leon Becker-Detert / Art Director - Moritz Singbartl / Senior Copywriter - Thomas Pritchard, Anna-Lena Müller, Daniel Hill / Client Service Director - Maren Winter / Account Director - Lisa Artaker / Executive Producer - Dennis Wendt / Production - Hochkant Film / Director - Marc Schölermann / DoP - Ottar gudnason / Producer - Mtthias Kraft / Music - Zwei Music / Edit - Sören Görth