BMW: Choose your X
BMW offers the widest range of SUV models on the market: The X Series. But with every new model, it gets harder to promote the vehicles individually.
And so, we conceived and implemented an umbrella campaign for the entire X Series. The international campaign follows communication using the “Choose your X” umbrella concept – launched on the release of the new THE X1 and THE X6.
Agency: Serviceplan
Role: Concept development, script and copywriting
Our core-concept contained a simple truth: Independence is the freedom of choice. And as the letter X – the same symbol, every SUV from BMW is tagged with – is used as the ultimate symbol of free choice, the core of the concept is derived directly from the product.
We created individual worlds and storylines for each car, and connected the films with the visual element of marking a physical X somewhere in the story. Each storyline is inspired by the vehicle’s characteristics.
As the campaign was conceived in a highly modular way, each new model can receive a stand-alone TVC while still fitting perfectly under the overarching roof.
The X1 Hybrid
A year later, we added another member to the X-Crew family, with the BMW X1 Plug-In-Hybrid, continuing under the roof of the “Choose your X” campaign.
Die Klappe
Shortlist in Editing
New York Festival
Shortlist in Online
Credits:
Agency: Serviceplan Campaign International
Global Chief Creative Officer Serviceplan Group: Alexander Schill
Executive Creative Director & Partner: Markus Kremer, Thomas Heyen
Managing Partner: Florian Klietz
Management Supervisor: Kristian von Elm
Account Manager: Sebastian Benedikt Vermaat
Producer: Nicholas Conradt
Creative Director: Bastian Tripp, Damian Kuczmierczyk
Art Director: Philipp Trübiger
Concept Creative: Danny HillProduction: Tempomedia
Director: Jan Wentz