BMW launches ‘Illuminated Landscapes’ to promote new X5 via Clemenger, Melbourne
BMW Australia, in collaboration with creative agency partner Clemenger BBDO Melbourne, has today launched Illuminated Landscapes, promoting the new X5.
Illuminated Landscapes features artworks lit only by the X5’s Laserlights. Beaming an impressive 500 metres, the Laserlights are just one of the X5’s innovative technical features.
To showcase the Laserlights, BMW partnered with Bart Celestino, an artist well known for his masterful images of the Australian landscape.
Celestino pushed the X5 to its limits to create the series, taking it off-road to beaches, forests and a spectacular quarry. The result was 14 ethereal, otherworldly images. Five films bring this photographic journey to life across social and digital. The campaign
will also appear in dealerships and on a campaign microsite.
Says Tony Sesto, general manager of marketing, BMW Australia: “Since its arrival, the BMW X5 has set the benchmark in the large luxury SUV category, and the fourth generation certainly
continues this trend.
“It delivers impressive performance, premium design appointments and state-of-the-art technology, including BMW Laserlights.
“We are thrilled to execute a unique and innovative campaign with one of Australia’s most talented landscape
photographers – it truly encompasses the spirit of the X5 and the BMW brand.”
Says Stephen de Wolf, executive creative director, Clemenger BBDO, Melbourne: “The new BMW X5 is an incredible vehicle. It’s the coming together of amazing technology, absolute luxury and is, of course, an SUV. We wanted to bring these X5 elements together, while creating
something that is uniquely Australian. Together with the X5, Bart and the team have created something truly beautiful with the BMW X5 Illuminated Landscapes series.”
Client – BMW Group Australia
Brand & Sponsorship Manager – Dominique Maclean
Brand and Sponsorship Coordinator – Giacinta Caione
Creative agency – Clemenger Melbourne
Photographer – Bart Celestino
9 Comments
https://www.youtube.com/watch?v=ty7_oc31pp0
Stephen you might like to pick up on the BMW speak.
It’s an SAV – a sports activity vehicle.
SUV – ‘Utility’ – far too crass for the Munchkins.
totally underwhelming.
these images could be taken on a long exposure with a handheld torch.
not exactly highlighting the power of the lights at all in this case
and shooting on film was the wrong choice.
apart from being completely ripped off from the drone light photography, this is also really crap and boring for a car company. Clem’s truly slipping and you can understand why they lost T….
It’s half decent. Like it. Nice to see a decent old print ad with an idea.
Better than a planners breakfast.
Nice work considering it’s for BMW. @photocopy Using a car to light a landscape is different enough for me.
This campaign will sell exactly….. zero cars. Well done on the launch of such an important vehicle for BMW. The dealers will need these lights to see as they close their dealerships for the final time.
I really really wanted to like this, I was excited when I saw it. But yeah nah, the photography falls short, I looked at the site and I still dont know what the car looks like and my $22,000 car lights up 12 trees just like this does. It feels like the “lets use the new X5 to create landscape artworks” sounded better than the actual outcome. Hate to say it but I think there was a massive missed opportunity here. Surely having two cars so one is in shot and one lit it would have created a better execution. It all kinda looks a bit cheap and low-fi. And like it was lit by a flashlight.
Damn it.
When did Clems part ways with Merc?