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The BMW Art of Energy

Agency Network: 
Published/Aired: 
November 2017

BMW Marathon Case Study

Description: 

BMW China gives every runner in the Shanghai marathon a personalized art piece by using their individual running data to celebrate their achievement, encouraging them to “LET THE WORLD SEE OUR ENERGY.”

In China, BMW is not only one of the most beloved car companies but also has profound history with running. Thanks to BMW, if you run the Shanghai marathon this year you will get a personalized 3D art piece after finishing the race.

Partnering with China’s most popular running apps such as CoDoon, JoyRun and Rejoice, BMW dove deep into runners data regarding speed, pace, distance and total calories burned. Then in collaboration with world class visual data artist Joshua Davis, BMW visualized their running data in a beautiful 3D way with codes, colors and shapes. For example cylindrical shapes represent the runner’s pace - the taller the cylinders the faster your pace. Color represents speed: red is slow, blue is medium and green is fast. By interacting and rotating their personalized art, runners can discover even more data from different angles.

Digital advertisment created by Wieden + Kennedy, China for BMW, within the category: Automotive.

Advertising Agency: Wieden+Kennedy, Shanghai, China
Executive Creative Directors: Ian Toombs, Vivian Yong
Creative Director: Erwin Federizo
Creative Director / Head of Design: Fish Ho
Art Director: Cee Chen
Junior English Copywriter: Matteo Marchionni
Chinese Copywriter: Lance Liang
Designer: Helen Yu
Motion Designer: Boyang Xu
Head of Integrated Production: Sanne Drogtrop
EP of Content: Bernice Wong
Creative Tech: Rhys Turner
Interactive Producer: Xiong Xiong
Integrated Producer: Angela Liu
Production Manager: Vic Zhang
Senior Editor: Leon Yan
Senior Account Director: Michelle Gao
Account Manager: Caroline Ma
Account Executive: Sissi Yan
Senior Planner: David Lin
Digital Planner: Nicholas Nie
Head of Project Management: Nicole Bee
Business Affairs: Jessica Deng
Marketing Director: Jessica Sinn
PR Manager: Evelyn Hsu
Data Visualization Artist: Joshua Davis

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