Journey to Electrification

Agency: The Department


The Department unveiled an immersive homage to the legacy of BMW’s 1972 BMW 1602 electric vehicle, and celebration of BMW’s electrificiation journey, during the televised opening ceremony of the European Championships in Munich on 10th August.

A fully electrified BMW and MINI shuttle fleet with a focus on innovation and sustainability played a part in the European Championships in Munich, which runs from 11-21 August. The BMW Group is the official premium partner of the European Championships Munich 2022, and the collaboration underscores the common goal of both partners not only to stage a top-flight multi-sporting event but also to deliver on sustainability and innovation.

Immersive agency The Department have worked with BMW since 2016, and they incorporated the core values of BMW into the creative and technical conception of content created for the European Championships opening ceremony, which was created using green energy and projected in two parts onto the BMW headquarters building and the adjacent museum. The four-cylinder Munich HQ of BMW is an architectural icon of the BMW group, and a special landmark of the city.

In September 2021, The Department worked with BMW on the reveal of their concept car BMW icircular at the IAA Munich Motor Show, creating a four-cyclinder projection video that was projected onto the BMW tower in Munich, and using green energy to create sustainable project mapping that showcased the fully sustainable vehicle. The Department projected visionary messages onto the famous, 100m tall, BMW headquarters – using completely green power and working with the BMW building’s unique architecture, 3 projector towers and a total of 36 projectors.

This professional campaign titled 'Journey to Electrification' was published in Germany in August, 2022. It was created for the brand: BMW, by ad agency: The Department. This Experiential and OOH Outdoor media campaign is related to the Automotive industry and contains 1 media asset. It was submitted over 1 year ago.



Stefan Ponikva - Vice President Brand Experience BMW Group
Alexander Kotouc - Head of Experiential Marketing bei BMW Group
Iris Kaiser - BMW Group Events und int. Messen
Katharina Stocker - Global Brand Manager - Key Opinion Leader Relations & Brand Co-operations
Daniel Lex - Technical Director
M.Eng. Event technology and management

The Department

Hamish Jenkinson - CEO
Emma Scott - Head of Production
Kirsty Stillwell – Project Lead.
Jack Philips - Head of Creative
Martin Ocheng - Content Lead
Desmond Lambert - Composer
Paul Cook lighting - Designer


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