2013 Winners & Shortlists

The Campaign

The immense launch of the new BMW 3 series and the new BMW 6 serie gran coupe! The creative team rose to the occasion, transforming the upper level adjacent to Zaitunay Bay Beirut (Marina) from a blank canvas into a stunning masterpiece, where many 'firsts' occurred in the same day. Among the instantly erected trees, an impressive 3D Mapping show was presented on a huge 24 meter-wide screen, a first for a car brand in Beirut, drawing gasps from invitees. Beyond the screen the towers surrounding Beirut Marina stood tall, as if acknowledging this amazing accomplishment.

The Brief

For BMW, change is much more than just a good thing. It is about being dynamic and innovative. It is about bringing joy into the lives of BMW owners. And this was the challenge.

Results

Emotions and creativity were highly visible and left invitees buzzing with positive comments regarding what they had witnessed throughout this launch. Invitees had come to witness the BMW launch yet left with the images of the best event of the season etched in their minds, thanks to the incredible creative tendencies materialized. With proven track record in innovation, creativity and true team spirit, the client knew they had hired the best and most competent agency to execute an event of this caliber.

Execution

None of the creative think-tank’s attention to detail was spared in the preparation of the high-end standards that the client expected for the event. The event creation and concept covered: theme creation, invitation cards concept, branding all the area from scratch (trees, stage design, posters, furniture, flags, floor plan layout...), scenario of the event minute after minute, choreography concept, music, 3D mapping, speeches, MOC, entertainment, organization ... etc.

The Situation

To introduce the new cars models to all the lovers and admirers of BMW, eagerly waiting for the exciting launch of the all-new BMW 3 series AND the all-new BMW 6 series gran coupe! NEW CARS: The BMW Gran Coupe 650i : beauty in the blink of an eye, with its sleek, elegant curves enhanced by its class-leading new BMW TwinPower Turbo 8 cylinder engine. + The sixth generation of the BMW 3 Series – the sport, the modern and the luxury line – which express essential qualities of the sedan, such as agility, sportiness and dynamics, in an entirely new way.

The Strategy

Welcome to the BMW World of Emotions, where we don’t just create emotions, we drive them. Based on this motto, the mammoth launching of the all-new BMW 3 Series and the all-new BMW 6 Series Gran Coupe took place: an awe-inspiring evening for its 4000 plus guests. Adrenaline/Emotions/Futuristic/3D sensations, all gathered in 1 event, with a precise "peek" moment: the reveal of the NEW CARS from behind the huge 3D mapping screen.