The 4:
Enjoy Every Edge
When BMW launched the concept of the new 4 series at the IAA in September 2019, its completely revised design divided its audience into lovers and haters.
The angular design language and oversized kidneys became key topics of controversy, with a polarising introduction to the world that laid the foundations for our creative campaign: Enjoy Every Edge - a tribute to integrity and character - to embrace your edges as a strength, and not as a weakness.
Agency: Serviceplan
Role: Concept development, social scriptwriting
The campaign was executed with two TVCs (one each for the coupé and the convertible), cut-downs for different media, a variety of “made-for-social” Instagram stories, and accompanying stills by an on-set photographer.
Die Klappe
Bronze in Editing
Red Dot Design Award
Winner in Film Craft
ADC Germany
Merit in Editing
Merit in Camera
ADC Global
Merit in Editing
Merit in Photography
New York Festival
Finalist in Editing
Shortlist in Photography
Clio
Shortlist in Editing
Credits:
Agency: Serviceplan Campaign & Content
Managing Partner: Markus Kremer, Thomas Heyen, Florian Klietz
Creative Directors: Damian Kuczmierczyk, Bastian Tripp
Creatives: Philipp Trübiger, Danny Hill
Senior Account Manager: Sebastian Vermaat
Producer: Christoph KöhlerProduction: Tony Petersen Film Hamburg
Executive Producer: Carlo Walther
Director: Bode Brodmüller
Cinematographer: Timothy Sedgwick, Pascal Remond
Editor: Ole Wiedemann
Producer: Peggy Geibig
Social Media: Konrad Berthold
Photography: Dune Tilly
Music: 2WEI Music