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2019 ADC Awards - Advertising

City of no cars

Agency SERVICEPLAN GERMANY / Munich

Client BMW Group
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Annual ID

ADC_ADV19105M

About the Work

A film to launch for the newest BMW icon, the 8, as the crown jewel to the luxury branding umbrella of 'Bayerische Motoren Werke'. We staged the maiden voyage of the 8, in the city where cars don't drive through the main thoroughfares - Venice. Hence, doing something that has never been done before. We built a path on floating pontoons, hundreds of metres long, through the canals of Venice next to iconic locations like the Rialto Bridge and the Doge's Palace. This formed the basis of an emotional and visually stunning film about a boy growing up in Venice, loving cars but never being able to drive there. He leaves the city and finally returns as a gentleman with a singular purpose in his life: Driving an iconic luxury sports car in the city of no cars.