Launch experience of the BMW X3 in cooperation with Nike ACG
Three-day competition based on sports and driving.
The task:
Overall concept, creative direction, development of a cross-media strategy, cooperation with media partners from print media and TV, film and music production, realisation and supervision of the X3 challenge as lead agency, overall logistical organisation, film documentation.
The location:
Berlin and the surrounding areas.
Next to the athletic challenges, sensual inspirations and experiences await the participants. 33 teams of two were selected nationwide via the media partners. During a „blind supper“ in a museum for photography the senses are sharpened. During the day for driving, adventures that strengthen positive associations were experienced. As the highlight of the athletic programme, a 10-meter ice block was installed in the centre of Berlin. This ice-climbing platform was then placed at the disposal of the city of Berlin free of charge. Worldwide coverage in TV and lifestyle print media.
