BMW Digital, DM Art of Energy by Wieden + Kennedy Shanghai

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Art of Energy

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Industry Cars
Media Digital, Interactive & Mobile, Direct marketing
Market China
Agency Wieden + Kennedy Shanghai
Executive Creative Director Ian Toombs, Vivian Yong
Creative Director Erwin Federizo, Fish Ho
Art Director Cee Chen
Designer Helen Yu
Released November 2017

Credits & Description

BMW China gave every runner in the Shanghai marathon a personalized art piece by using their individual running data to celebrate their achievement, encouraging them to "Let the World see our Energy." In China, BMW is not only one of the most beloved car companies but also has a profound history with running. Thanks to BMW, if you ran the Shanghai marathon this year you received a personalized 3D art piece after finishing the race. Partnering with China's most popular running apps such as CoDoon, JoyRun and Rejoice, BMW and Wieden+Kennedy Shanghai dove deep into runners data regarding speed, pace, distance and total calories burned. In collaboration with world class visual data artist Joshua Davis, BMW visualized runners' running data in a beautiful 3D way using codes, colors and shapes. For example, cylindrical shapes represent the runner's pace - the taller the cylinders, the faster your pace. Color represents speed: red is slow, blue is medium, and green is fast. By interacting and rotating their personalized art, runners discovered even more data from different angles. Once runners created their unique 3D art pieces, they could compare with friends, share on social media and use the information to improve their next performance. That's BMW's invitation to runners: LET THE WORLD SEE OUR ENERGY." "BMW aspires to earn a place in running culture while staying authentic to their brand. So we asked ourselves, if cars and running have almost nothing in common how can BMW add value to the running experience? The simple truth was performance. BMW has a rich heritage using technology to enhance performance in everything they do and we thought, what if they could do it for runners? This was leap off point our creatives took and ran with." said David Lin, Senior Strategist from Wieden+Kennedy Shanghai.
Media: Interactive
Category: Automotive
Client: BMW
Agency: Wieden + Kennedy, Shanghai
Country: China
Executive Creative Director: Ian Toombs
Executive Creative Director: Vivian Yong
Creative Director: Erwin Federizo
Creative Director: fish ho
Art Director: Cee Chen
Jr. English Copywriter: Matteo Marchionni
Chinese Copywriter: Lance Liang
Head of Design: Fish Ho
Designer: Helen Yu
Motion Designer: Boyang Xu
Head of Integrated Production: Sanne Drogtrop
EP of content: Bernice Wong
Creative Tech: Rhys Turner
Interactive Producer: Xiong Xiong
Integrated Producer: Angela Liu
Production manager: Vic Zhang
Sr. Editor: Leon Yan
Sr. Account Director: Michelle Gao
Account Manager: Caroline Ma
Account Executive: Sissi Yan
Sr. Planner: David Lin
Digital Planner: Nicholas Nie
Head of Project Management: Nicole Bee
Business Affairs: Jessica Deng
Marketing Director: Jessica Sinn
PR Manager: Evelyn Hsu
Data Visualization Artist: Joshua Davis