7: BRAND CONTENT (BRAND-FUNDED FILM/VIDEO (FACTUAL))
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MP4
2m:20s
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46m:55s
#NEXTGen 2021 - Chasing iNEXT - BMW
Webseries
Silver
| Title of Entry: | #NEXTGen 2021 - Chasing iNEXT |
|---|---|
| Brand: | BMW |
| Product/Service: | Webseries |
| Client: | BMW Group |
| Entrant Company: | btf GmbH |
| Creative Team: | Creative Direction: Jens Schillmöller, Jan Bonny, Matthias Murmann Kundenberatung: Matthias Murmann Strategische Beratung, Elastique.: Kerstin Kohle, Andreas Schimmelpfennig Strategische Planung: Yannick Moll Konzept: Anika Uhländer Regie: Jens Schillmöller, Jan Bonny Lead Animation: Matthias Gerding DoP: Benjamin Loeb, Kristian Engelsen, Joseph Strauch Executive Producer: Lena Breidenbach Sound Supervisor: Kai Holzkämper Post Production Supervisor: Julian Schleef Lead TD Compositing: David Murmann Lead CG Animation: Jakob Weiss Film Editor: Christoph Cepok, Fridolin Körner, Philipp Schneider Colourgrading: WeFadeToGrey GmbH |
| Other Credits: | Beteiligte Agenturen: Elastique. GmbH Marketingleitung: Jens Thiemer Werbeleitung: Stefan Ponikva |
| Sector: | 01: CONSUMER PRODUCT OR SERVICE |
| Notes: | How do you address millions of people with a corporate event in a time when you’re not allowed to meet anyone? We re-invented the BMW #NEXTGen event format as a unique streamcast experience. As core of the event website we developed the web series “Chasing iNEXT” in Netflix-style about BMWs new electric flagship. We wanted to create a new visual approach for „classic“ car unveilings. It should be more playful, more imaginative, and for the viewers more approachable. In 6 informative, entertaining and in many places ironic episodes the documentary features the smart people working at BMW on solutions for a better, sustainable world. It also shows secret stuff like unpublished prototypes and lets the viewer take a look behind the scenes. Almost beside the point it reveals Oscar Winner Hans Zimmer as the producer of the cars (and series) soundtrack. With the cameo of Christoph Waltz taking a test-drive with Oliver Zipse the series reaches its peak by finally showing the so-long-chased iNEXT. Staged on social media and the event-website, the series reached over 30 million impressions. And imagine people spent 14,700 hours watching it online. Especially the healthy dose of self-irony pleased the viewers very much by defying the typical expectations of automotive documentaries. With the mix of entertainment and infotainment, BMW established a new, innovative and closeable tonality. And at the same time sets new standards for a rather old-fashioned type of product communication. |
