BMW CONTEMPORARY "HER LEGACY"
Brand | BMW MIDDLE EAST |
Product/Service | BMW 8 SERIES |
Entrant | SERVICEPLAN Dubai, UNITED ARAB EMIRATES |
Category | Durable Consumer Goods, including Cars |
Idea Creation
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SERVICEPLAN Dubai, UNITED ARAB EMIRATES
|
Media Placement
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ZENITH Dubai, UNITED ARAB EMIRATES
|
Production
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NEVEREST München, GERMANY
|
Additional Company
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IMPACT PROXIMITY Dubai, UNITED ARAB EMIRATES
|
Background.
Over the last few decades, BMW, the premium automotive brand has been a purveyor of arts and culture around the world via its global platform called BMW Cultural Engagement. The brand believes that freedom of creative potential is of as much importance in the field of art, music, architecture and design, as it is for ground-breaking innovations within a successful business enterprise.
BMW Contemporary, the Middle Eastern articulation of the BMW Cultural Engagement platform, was launched 3 years ago to strengthen intercultural dialogue and multidisciplinary exchange amongst artists and art enthusiasts in the region.
After working in the past with remarkable art mavens like Nadim Karam and Yosuf Nabil, in 2018 the brand hoped for a more meaningful discourse that would not just celebrate larger artists’ oeuvres but also encourage the craft of emerging ones – this time opting to focus on a particular group: Women in the Arts.
Describe the creative idea.
We wanted to create an innovative piece of art (leave behind a Legacy) to inspire the next generation of Arab artists.
Describe the strategy.
The strategy focused on establishing a sub-platform dedicated to Arab Women in the Arts, thus: BMW CONTEMPORARY presents HER LEGACY.
HER LEGACY came from a resonant insight we uncovered in our data gathering phase: That Arab women in the arts are products of unique legacies. Unlike their counterparts in other regions, Arab women are in their disciplines for one reason – Arab Pride. More than being in the arts for their own personal pursuits, they are in it for a greater good - to continue the legacies started by their ancestors or to start a lasting one that would make the world recognize and better understand their distinct culture and their traditions.
To dispel misconceptions that Arab Women in the Arts are merely feminists or impressionists, we sought out a prominent Arab artist with an unquestionable legacy & allowed her mentor three up-and-coming women artists.
Describe the execution.
We handpicked 3 upcoming artists: A Calligraphist, a Photographer and a Light artist, led by a renowned Saudi contemporary artist and collaborated with them to come up with a piece of art. Using the brand new BMW 8 series along with our talented artists, we created Calligraphy in Motion – the first-ever light painting done with a car.
At the end of the performance, the art piece which translates to the word ‘INSPIRE’ is meant to do just that, inspire the next generation of artists to push the boundaries of art and expression.
The films were launched on the BMW Middle East website, and were promoted through paid media on social channels like YouTube and facebook. Outside of the digital world, the final art piece is being transformed into a physical installation to be displayed at BMW showrooms around the region.
List the results.
The online films and the social media ads are presently being rolled out. The BMW Contemporary website revamp and physical showroom displays will follow simultaneously.
Credits
Jason Romeyko |
Serviceplan |
Global Executive Creative Director |
Wayne Fernandes |
Serviceplan Middle East |
Associate Creative Director |
Victor Farias |
Serviceplan Middle East |
Associate Creative Director |
Moe Jawhar |
Serviceplan Middle East |
Executive Creative Director |
Khalil Haddad |
Serviceplan Middle East |
Head Of Arabic Copy |
Ona Linda Johnson |
Serviceplan Middle East |
Account Director |
Sarah Musa |
Serviceplan Middle East |
Senior Account Manager |
Natalie Shardan |
Serviceplan Middle East |
General Manager |
Frances Valerie Bonifacio |
Serviceplan Middle East |
Head Of Strategy |
Kunal Ghosh |
Serviceplan Middle East |
Senior Strategist |
Chido Janet Samkange |
Plan.Net Middle East |
Senior Social Media Executive |
Linus Ewers |
Neverest |
Director |
Roman Prochnow |
Neverest |
Producer |
Anett Grunbeck |
Neverest |
Executive Producer |
Estefania Luque Diaz |
Serviceplan Middle East |
Video Content Producer |
Nassima El Mounfalouti |
Zenith Media |
Account Director |
Rita Kteiche |
Zenith Media |
Senior Media Manager |
Hisham Salem |
Zenith Media |
Media Manager |
Petra Ahwach |
Zenith Media |
Media Manager |
Sabine Gwinner |
Serviceplan Germany |
Senior Creative Operations Manager |
Links
Video URL