Cannes Lions

UNSTOPPABLE 2013

SERVICEPLAN, Munchen / BMW / 2014

Presentation Image
Presentation Image
Case Film

Overview

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Credits

Overview

Description

The main challenge was to create a retrospective on 2013 which could be personalized. Users could place a personal message within the video before sharing it with friends, family and business partners. In addition we wanted the final piece of art created in the video to be downloadable and printable. All these options were realized in the webspecial called "Unstoppable 2013". Another key objective was to create content that is attractive for both motorcyclists and people who are not connected to riding motorcycles.

Execution

We wanted to create a unique retrospective with an individual style. The idea was to come up with an illustration that gives you a look back on 2013. The illustration is supported by moving images which bring the illustration to life. We worked together with Carl Addy, an illustrator who is known for his distinctive artwork. The music aimed at giving it a fresh look and feel, attract non-riders and support the illustration and the movie. In close cooperation with Carl Addy, we finally created a previously unseen form of motorcycle communication.

Outcome

The central element of “Unstoppable 2013“ was a webspecial enabling users to watch the movie, download the illustration and send Seasons’ Greetings to friends and family. In addition the video was posted on Facebook and YouTube. The result:

• More than 120,000 views over all channels (Webspecial, YouTube, Facebook).

• More than 7,000 downloaded posters.

• More than 8,500 personalized videos sent.

• 97% of positive user responses on YouTube (Thumbs up vs. Thumbs down).

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