The challenge was to conceive and implement a global umbrella campaign for the entire X-Series, BMW’s line of SUVs, while at the same time, maintaining a distinction between each model.
Our international campaign follows communication using the “Choose your X” umbrella concept – launched on the release of the new X1 and X6 vehicles.
Derived directly from the product, the letter X is used as the ultimate symbol of free choice.
The launch film introduced the family of X-models as a range, to emphasise the broad product portfolio of BMW.
Role | Concept, Scriptwriting, Art Direction
We created individual worlds and storylines for each of the six cars, 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.
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 world”-campaign.
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: Daniel Hill
Director: Jan Wentz
Shortlist in Editing
New York Festival
Shortlist in Online