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BMW 1 Series Gadget



My role
Creative concept, layout and design, seeding

Project description
The target group of the new BMW 1 Series has a high affinity for gadgets like MP3 players and BlackBerrys.
This is the reason why we developed a fictitious mysterious tool that plays DVDs, has a colour screen and
saves energy. It aims to represent the diverse product properties of the BMW 1 Series is the one with features
like Bluetooth, Passive Access or upgraded iDrive, which for this vehicle class is unique. To the confuse the
user even more, the gadget constantly morphs his form. With the official launch date of the BMW 1 Series
we solved the mystery about this gadget.  It was metaphor for the new BMW 1 Series. The gadget appeared
on Flickr, Google Video and on the website bmw.com. With a few smart comments on blogs we generated a
buzz that tripled the visits at bmw.com and we had postings in almost 200 blogs.

Autovision 2005 – Gold