EfficientDynamics Sculpture, 1 by Serviceplan Hamburg, Serviceplan Munich for BMW

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EfficientDynamics Sculpture, 1

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Industry Cars, Automotive products, services and accessories
Media Design & Branding, Case study
Market Germany
Agency Serviceplan Hamburg
Executive Creative Director Christoph Nann, Maik Kaehler Serviceplan
Producer Reinhold Kathoefer
Agency Serviceplan Munich
Released June 2011

Awards

Cannes Lions 2012
Design Lions Advertising Typography Silver

Credits & Description

Entrant Company: serviceplan, Munich
Advertising Agency: serviceplan, Munich
Design Company: INCH Design-Service GmbH, Hamburg
Chief Creative Officer: Alexander Schill serviceplan
Executive Creative Director: Maik Kaehler serviceplan
Executive Creative Director: Christoph Nann serviceplan
Account Executive: Florian Klietz serviceplan
Agency Producer: Bianca Schreck serviceplan
Producer: Reinhold Kathoefer
INCH Design-Service GmbH
Media placement: Temporary Exhibition/Installation - BMW Welt, Munich - 6. December 2011
Describe the brief from the client
Raising awareness of BMW EfficientDynamics – the technology package of BMW for less consumption and more driving pleasure. However, don’t let it appear like advertising.
Describe the challenges and key objectives
The challenge was to visualise the 2 concepts in 1 idea: the perfect combination of efficiency and dynamics in 1 piece of work.
Describe how you arrived at the final design
We decided not to make advertising, but art. Therefore, we created a big 8-metre sculpture, made of abstract acrylic-forms. However, the special thing about it: from one point of view the sculpture formed the word ‘Efficient’. From another point of view, the same sculpture with the same elements formed the word ‘Dynamics’. Underneath the sculpture, we explained the advantages of BMW EfficientDynamics: Less consumption, more driving pleasure.
Give some indication of how successful the outcome was in the market
The sculpture was presented in a highly exclusive surrounding: The BMW Museum in Munich. With more than 6,000 visitors a day we created a special EfficientDynamics experience for everyone during 4 weeks.