Film Craft > Production

BMW EGYPT GLOBAL AUTO RELAUNCH

ICON CREATIONS, Cairo / BMW EGYPT / 2023

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Overview

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Overview

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The visual concept of the copy depends on two major ideas: blending realities and different timelines to highlight the different eras of BMW, and seeing through the eyes of BMW not as a machine, but as a living and breathing vessel with visions and goals; just like the audience.

Throughout the video, we see from the perspective of BMW across history, and how each model set the bar higher than the one preceding it. This is meant to derive an exhilarating journey through time that heavily focuses on one thing… Vision!

Cultural / Context information for the jury

After a 2-year hiatus, BMW Egypt was ready to launch again in the Egyptian market through its new representative and group importer, Global Auto Group. BMW needed to make a strong comeback that resonated with its fans’ needs, lifestyle, and vision of where they want to be in Egypt, while showcasing its own vision that has been dominating the automotive market since it was founded. Hence the line: New Era. New Vision.

Since the hiatus began, BMW fans and car enthusiasts of all ages have been eagerly waiting for BMW's comeback in Egypt, and this passion greatly fueled us to make an outstanding impact in the Egyptian market.

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