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BMW 8: The 8
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In Autumn 2017 Serviceplan Campaign International in partnership with BMW conceived a new identity for the luxury segment of BMW in the form of 'Bayerische Motoren Werke', a long-term branding for luxury automobiles of the brand, and the high-end services offered to their customers. THE 8 is the first model from BMW’s new luxury offerings, followed by THE 7 and THE X7, and Serviceplan Campaign International were behind the creation and production of a stunning film marking the worldwide market launch starting in November 2018. For the first time ever a car was physically driven on the canals in Venice, where a film crew were granted permission to film with a video drone, and the city allowed several pontoons especially for the shoot. Directed by Daniel Wolfe out of Anorak Production, the film’s protagonist is a young boy who is a big car enthusiast, unfortunately growing up in Venice, a city with no cars but countless boats. Cut to approx. 20 years later and the grown up man is living out his dream by driving THE 8 through the Venetian canals. Passing iconic places such as Canale Grande and Rialto Bridge.
Markus Kremer, Executive Creative Partner Related
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