BMW VISION CONNECTEDDRIVE by Mutabor Design for BMW

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BMW VISION CONNECTEDDRIVE

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Industry Cars
Media Print, Magazine & Newspaper, Design & Branding
Market Germany
Agency Mutabor Design
Editor Sabine Panek
Released June 2012

Awards

Cannes Lions 2012
Design Lions Exhibitions & Live Events Silver

Credits & Description

Type of entry: Environmental Design
Category: Exhibitions & Live Events
Advertiser: BMW
Product/Service: BMW VISION CONNECTEDDRIVE
Agency: MUTABOR DESIGN Hamburg, GERMANY
Advertiser BMW
Product BMW VISION CONNECTEDDRIVE
Entrant MUTABOR DESIGN Hamburg, GERMANY
Type of Entry: Environmental Design
Category: Exhibitions & Live Events
Title: BMW VISION CONNECTEDDRIVE
Advertiser/Client: BMW
Product/Service: BMW VISION CONNECTEDDRIVE
Entrant Company: MUTABOR DESIGN Hamburg, GERMANY
DM/Advertising Agency: MUTABOR DESIGN Hamburg, GERMANY
2nd DM/Advertising Agency: BMW DESIGN Munich, GERMANY

Stage Production: Ct Germany/Stage Kinetik ()
Creative Directors: Axel Domke/Johannes Plass (Mutabor Design)
Project Manager - BMW Vision Connected Drive: Henning Diederichs (BMW)
Client Service Manager: Anja Neumann/Annette König (Mutabor Design)
Architecture: Oliver Dering/Timo Müller/Holger Schardt (Mutabor Design)
Project Management: Dr Marcel Kranz/Nadine Philipp (BMW Group)
Team - BMW Vision Connected Drive: Dr Eckhard Steinmeier/Marc Girard/Jürgen Schröder/Gerhard Schindlegger/Domagoj D (BMW)
3D Artists: Johannes Schmitz/Dennis Becker/Andreas Schradin ()
2D Artists: Kay Tennemann/Lo Lacono/Johannes Kollender/Christian Steuler/Myrna Kinnman ()
2D Artists/Compositing: Daniel Hummer/Chris Iskandar ()
Graphic Design: Malte Frischemeier/Martin Oberhäuser ()
Editor: Sabine Panek ()
Sound Design: Supreme Music ()

Brief Explanation
The technology that lies behind BMW ConnectedDrive is virtual and extremely complex. In addition to this, a personal test drive is really the only way to understand the benefits of the system – you have to experience it for yourself.

We were faced with the following challenge:
What is the best way to present something that is invisible to the human eye? The aim was to create an image which highlighted the 3 functional areas of BMW ConnectedDrive by visualising the interaction between the driver, the vehicle and the outside world.

Describe the brief from the client
BMW ConnectedDrive intelligently links driver, vehicle and environment. The idea was to underpin the leading role played by BMW in developing innovative driver assist systems and mobility services for the automotive industry with an exceptional communication concept.

The brief was to make the complex BMW ConnectedDrive technology and its 3 functional areas – comfort, safety and infotainment – easily comprehensible to the general public.




Describe the creative solution to the brief/objective.



The solution: To design a dedicated show car which uses different coloured RGB fibre optic strands to communicate the functional areas.

The design embodies the connectedness between vehicle, driver and environment. A second show car was embedded into a kinetic media installation to document interactions with the outside world. We showcased all functional areas of BMW ConnectedDrive on 3 levels by staging a spectacular show involving film animation, light and the fair stand to represent the information and data exchange underpinning them. The eye-catching RGB colour code provided the link between the vehicle, the installation and the informative technological exhibits.




Describe the results in as much detail as possible.



The premiere at the Geneva Motor Show was the spectacular highlight of BMW’s presence at the fair.

Media organisations from around the world reported live from the stand. This made the installation a global phenomenon, as borne out by 735,000 visitors to the Geneva show and an impressive click rate on the BMW website.

In surveys, 91% of respondents recalled what the BMW stand was about and 70% of them awarded it top marks.

The fair show was presented as a flagship project showcasing the innovative power of the brand in media ranging from the annual report to promotional films.