红点品牌与传达设计大奖

BMW Concept i4

宝马 Concept i4电动汽车的发布因新冠疫情而转移到线上,一同登场的还有一些简短的循环动画。 这些动画在社交媒体上被用来吸引年轻、有进取心的目标群体。 为了避免陷入发布活动的传统套路,这场发布的整体思路是为独特的汽车创造独特的东西。 目的是在社交媒体上引起广泛关注,不仅使用现代视觉效果和概念,而且还以一种时尚的方式整合产品所承载的各种概念。 虽然Concept i4是概念车,但它是接近量产车的概念车。 因此,汽车的制造过程在抽象的面包店场景中以动画的形式生动地呈现,并加入了很多幽默的点子,例如在烘烤模具中装入如标准电池等各种制造汽车所需的成分,或从烘烤模具取出一辆已经完工的汽车,它古铜色的车体闪闪发亮,整装待发。

The launch of the BMW Concept i4 electric car, which was shifted to online due to the COVID-19 pandemic, was accompanied by a few short, looping animations. The animations were used on social media to engage the young, progressive target group. In an attempt to steer away from classical launch campaign, the idea was to create something unique for a unique car. The aim was to generate a buzz on social media – not only by using modern visuals and concepts, but also by integrating various ideas that the product carries in a stylised way. The Concept i4 is a concept car, but it is one that is close to a production vehicle. Therefore, the manufacturing process of a car was playfully visualised in the abstract setting of a bakery and animated with humorous ideas, such as a baking mould being filled with various needed ingredients including standard batteries or a finished shiny, bronze-coloured car coming out of the baking mould ready for action.

客户Client:
BMW Group, Munich, Germany德国
设计Design:
Aixsponza GmbH, Munich, Germany德国
项目团队Project Team:
BMW Group:
Fabio Olivotti (Head of Design Identity BMW Group设计识别主管)
Uta Bodenstein (Creative Direction创意指导)
Florian Ströhlein (Project Lead项目主导)
Aixsponza:
Christian Tyroller (Creative Director创意总监)
Julian Fischer (Producer制片人)
Christian Scheck (3D Artist艺术家)
Matthias Zabiegly (3D Artist艺术家)
Michael Fakesch (Music / SFX音乐), designingsounds

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