How do you sell your new one hundred thousand dollar all electric super car? You hire Gus Van Sant to direct the spots with DP Kasper Tuxen. Each of the three has a similar voice, yet features it’s own intriguing visuals and and motif. The spots are visually stunning with a muted color pallet and plenty of glory shots of the BMW i8 rocketing across the desert. While the spots say very little about the car itself, it’s really unimportant. If you can afford a $135, 700 electric hybrid sports car that will catapult you from zero to 60 in 4 seconds, you’ve probably done your homework on the car and don’t need to be sold. These spots are pure poetry selling the cutting edge of BMW tech.
By and large when people think of BMW they don’t think of an automobile manufacturer that is known for sustainable, green solutions. Even with the introduction of the i3 due for 2014, clean diesel, and start/stop technology, most people think of BMW as the guys that make powerful sport sedans and SUV’s that get mediocre gas mileage.
Strichpunkt was asked by BMW to design and develop the 2012 Sustainable Value Report for the German automotive manufacturer. The challenge; concept, design, and develop a report that integrates traditional print and responsive digital design, to communicate BMW’s values on sustainability. Strichpunkt was asked to create something that communicates BMW’s strategy, values and actions in a factual way that created an emotional experience for the target audience. And it needed to read well for both trade, and the public.
Strichpunkt’s solution; a structured, easy to understand report that explains BMW’s strategy and actions in a series of selected case studies. The case studies were designed to provide the broad range of sustainability activities BMW is engaged in and explain with concrete examples how responsible business conduct works in practice – individual, high quality and playful implemented in vivid collages, illustrations, and striking infographics with high-tech appeal.
The case studies were designed to provide the broad range of sustainability activities BMW is engaged in and explain with concrete examples how responsible business conduct works in practice – individual, high quality and playful implemented in vivid collages, illustrations, and striking infographics with high-tech appeal.
Fact sheets, graphics, info sidebars, editorial that follows journalistic style guides gave the document a clear structure that makes the whole thing a quick and informative read. The focus and design, reflect a high-quality and ecologically produced printed report that shows the pioneering role of BMW and its subsidiary brands – particularly in terms of sustainability.
The online report, was implemented as part of the corporate website which, expands and deepens the theme of sustainability. The result a scalable website that functions across all digital devices from computer to mobile featuring easy to use navigation, and rich informative media that is a genuinely sustainable approach to design.
I’m currently on location in Santa Barbara filming and such, but while taking a break I thought I’d post this interesting video from BMW. This isn’t new, the event actually happened last November. I missed it when it dropped on YouTube and my friend Paul happened to show it to me today. This is a great use of video, and technology to promote a product that won’t even arrive for another 12 months.