BMW Design & Branding BMW TYPOGRAPHY CAMPAIGN by DraftFCB Zurich

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Industry Cars
Media Design & Branding
Market Switzerland
Agency DraftFCB Zurich
Executive Creative Director Dennis Lueck
Art Director Christoff Strukamp
Copywriter Maximilian Kortmann
Released May 2013

Credits & Description

Advertiser: BMW
Category: Advertising Typography
Executive Creative Director: Dennis Lueck (Draftfcb Lowe Zurich)
Copywriter: Maximilian Kortmann (Draftfcb Lowe Zurich)
Art Director: Christoff Strukamp (Draftfcb Lowe Zurich)

Brief Explanation
Describe the challenges and key objectives:The challenge was: Switzerland is one of the biggest 4x4 markets in the world. And all ads of all car brands look alike: a car drives through snowy nature. The challenge was to distant BMW from its competitors by an unseen form of advertising.

Outcome:BMW experienced the most successful xDrive season. Almost 40% (approx. 15.000 units) of all BMW cars sold were ordered with the xDrive system.

Describe how you arrived at the final design:The final design has its roots in a statement made by a BMW engineer. He said that mountainous roads feel almost like flat roads when you drive with “xDrive”. This sentence was the inspiration to “flatten” mountain chains with the visual tool of inventing a new flat xDrive typography.

Client Brief Or Objective
Describe the brief:The brief was to create a campaign for “xDrive”, the intelligent all-wheel system by BMW.