Sensory / BMW


Expression of Joy - Sensory concept

The brief

On November 14, 2008, South African artist Robin Rhode was given a 300 horsepower paintbrush and total creative freedom. Rhode mounted paint dispensers behind the BMW Z4 roadster's wheels and choreographed the car's movement and paint dispersal with a remote control from a 30-foot tower overlooking the project. The thinking behind the project dates back to 1975 when a french race car driver and art collector Hervé Poulain commissioned his friend Alexander Calder to reconceive his race car as a work of art. Since then, BMW has commissioned 16 artists including David Hockney, Jenny Holzer and Olafur Eliasson. We thought that it would be a nice idea to extend the reach of the campaign by creating a sensory experience for BMW's 'top 500'. Conceived as a limited edition olfactory experience, the fragrance would be a reminder of the sensory nature of the initiative and the car.

The solution

A sensory experience that provided longevity to the initiative while activating additional marketing channels for BMW.

Departments activated

Creative, Sensory