Serviceplan for BMW: Discover the world
BMW motorcycles are built to help you discover the world. That’s exactly what Serviceplan, an agency based at the House of Communication in Zurich, has done in a surprising way through a brand campaign. It features unique landscapes that artfully incorporate national flags through photography, CGI, and AI.
New paths, new smells, new people - BMW motorcycles stand for pure freedom and riding pleasure and offer everything you need to embark on a unique journey and discover the world for yourself - whether on tar, gravel, sand or mud. All in the spirit of the BMW Motorrad brand promise "Make life a ride".
This is exactly what Serviceplan Switzerland used as the starting point for the creation of an image campaign in which the world is rediscovered with five different BMW models. Symbolic of this are a barren hilly landscape in Spain - a picturesque sandy beach in France - a coastal bridge in Scotland - an idyllic panoramic path in Italy and a breathtaking gravel road in Tanzania.
In each case, the corresponding BMW Motorrad models were staged in a unique way to match the individual landscapes. The arrangement of colors and objects cites the flags of the countries in which the motorcycles were put into action. Very specific regional characteristics were also integrated, such as the white banks and the red-colored water from the salt harvest in the French Camargue, where the largest flamingo population in Europe can also be admired.
The visuals were partly created in the photo studio, where the individual motorcycles were shot. In addition, the landscape elements were created in elaborate CGI work, which were then prompted with AI on the previously defined elements and finally combined with the real photos.
The campaign can be seen in a nationwide poster campaign and also on BMW Switzerland's digital channels.
"Thanks to technical tools such as AI, good creation is being democratized. The creation of this campaign would never have been possible without today's tools. But regardless of this, a good idea is still the starting point for any work that needs to stand out, says Marcin Baba, Executive Creative Director at Serviceplan Suisse.
"With the BMW Motorrad national flags, we have succeeded in capturing the essence of our brand promise "Make life a ride" in a unique way. And in all its diversity", says Marc Gobeli, Head of Marketing at BMW Motorrad Switzerland.
Responsible at BMW Motorrad: Marc Gobeli (Head of Marketing), Alain Fischer (Management Associate Marketing), Luca Willi (Marketing & Products Specialist). Responsible at the House of Communication Zurich: Ioana Marinescu, Michael Winnicki, Hanning Beland (Art Direction), Kelsang Gope, Peter Liptak (Text), Thomas Lüber (CD), Marcin Baba, Micha Seger (ECD), Dominic Häuptli, Kristina Petersen (Consulting), Denise Goldmann, Noëlle Zuurmond (Realization), Nico Podgorny (Chief Client Officer), Raul Serrat (Chief Creative Officer), Nathalie Diethelm (CEO) Responsible Media: Beat Graf, Thomas Koller (Mediaplus, DooH), Ragavi Thiyagarasa (Dentsu, OoH), APG (DooH and OoH areas) AI production: Maggy Fischer, Regina Calix Jo, Christoph Struber, Nicolas Plauert, Sebastian Weidner, Dominik Moser, Sandra Meyer (Serviceplan Make) Photography: Mathias Zuppiger (Photography)
The House of Communication in Zurich unites the Serviceplan, Plan.Net and Mediaplus brands with a common goal: Building Best Brands. It offers pioneering brand management with maximum impact on all channels. The agencies create customer-relevant added value through interdisciplinary concepts and the integration of creation, technology, content, media and production. The agencies are members of the Leading Swiss Agencies (LSA).
