In the public’s view, German carmakers were lagging behind in electric mobility. But with 100,000 electrified vehicles delivered in 2017, BMW outshone even brands like Tesla.
It was time to share this fact not only with our competitors but also with the entire world. To spark a shift in perception and celebrate this business landmark, we spectacularly transformed our oldest landmark, one that has never been used before for communication purposes.
The four-cylinder tower in Munich – BMW’s headquarters and symbol of the gasoline engine – became, thus, on 18 December 2017 an icon of BMW’s vision for the future. A carefully choreographed spectacle of light turned the four cylinders into four 101-metre-high electric batteries.
Over 500 mobile head lights and projectors, 128 tons of equipment, 820 m3 of material and 6 months of planning transformed a landmark into an iconic image generating over 148 million PR impressions worldwide.
Executive Creative Director:Till Eckel, Joachim Kortlepel
Creative Director:Christian Wölky, Stefan Amtmann, Mihai Gongu
Art Director:Dustin Przibilla, Elena Knittelfelder, Sebastian Hölzer, Christian Dallmeier
Copywriter:Lena, Charbonnier, Simon Knittel
Client Service Director:Jan Anderssen
Account Director:Niels Böse
Project Manager:Cathleen Losch
Head Of Production:Stephan Süß, Sven Hannemann
Film Production Company:Simon & Paul GmbH
Executive Producer:Simon Fessler
Composer:Simon Heeger & Christian Vorländer
Colorist:Slaughterhouse Zürich, Samuel Muff
Photographer:Ralph Larmann, Ralph Larmann Company