The Hofmeister Kink

Agency: Performance Art


To mark the 60th anniversary of the Hofmeister Kink, a visual design element introduced in 1962 and featured on virtually every BMW model since, the brand is introducing a first-of-its-kind, Artificial Intelligence (AI)-driven platform. The newly created enables BMW owners and enthusiasts to discover and experience roads that are shaped like the unique ‘kink’ design. Developed by the creative, strategy and technology teams at BMW agency Performance Art, the platform uses custom-built artificial intelligence to understand, recognize and pinpoint the location of every Hofmeister Kink-shaped road in the United States. More than 56,000 of them.

“The Hofmeister Kink represents an important part of BMW’s design legacy, a bit of insider info for BMW owners and enthusiasts,” said Kevin Campbell, head of CRM, BMW NA. “The 60th anniversary presents a timely opportunity to celebrate this iconic feature by providing consumers with an engaging platform to drive their own Hofmeister Kink and experience BMW’s performance design ethos on the everyday roads near them.”

At, drivers can discover ‘kink-shaped’ roads that match their vehicle or a vehicle of their choice from a digital library of hundreds of BMW models and years. On the platform, they can keep a log of the ‘kinks’ they’ve driven and share their stats on social media.

“While trends impact craft, some of the best design is iconic and timeless,” says Ian Mackenzie, Chief Creative Officer of Performance Art. “Beginning with BMW’s classic 1500 and on through to today’s fully electric iX, the Hofmeister Kink has evolved while simultaneously retaining its signature form. To take that 60-year-strong design feature and unlock new dimensions using today’s latest AI technology is pure BMW performance. Put simply: our goal is to help the world re-discover this incredible, iconic brand asset by seeing it with fresh eyes – and then literally driving it.”

While many people first recognize a BMW by its trademark kidney-shaped grille, in-the-know BMW enthusiasts celebrate the Hofmeister Kink. Originally created to serve as a visual indicator of rear-wheel drive and forward momentum, the feature is located near the base of every BMW’s rearmost pillar and derives its moniker from the name of its creator, Wilhelm Hofmeister, who led the BMW design department in the 1950s, 1960s and 1970s.

To activate the program, BMW owners across the United States will receive individualized emails with directions to the nearest Hofmeister Kink-shaped road that matches the Hofmeister Kink on their vehicle. The Hofmeister Kink campaign is supported by digital, paid and organic social, CRM and in dealerships.

This professional campaign titled 'The Hofmeister Kink' was published in United States in July, 2022. It was created for the brands: BMW and BMW USA, by ad agency: Performance Art. This Digital and Integrated media campaign is related to the Automotive industry and contains 3 media assets. It was submitted about 1 year ago.


Client: BMW U.S.
Head of Customer Experience and Digitalization: Andreas Walter

Agency: Performance Art
Chief Creative Officer: Ian Mackenzie
Creative Director: Benson Ngo
Creative Director: Andrew Bernardi
Associate Creative Director, Copy: Jordan Gabriel
Senior Art Director: Tomas Soares
UX/UI: Thiago Santarem
Studio Designer: Emily Plewes
SVP, Group Account Director: Jan Lemke
Account Director: Brian Bentley-Falcke
Account Director: Chaitali Walvekar
Chief Strategy Officer: Jory Edmunds
SVP, Strategy: Scott Suthren
Senior Strategist: John Boright
Project Director: Amanda Horsford
Senior Program Manager: Gaetano Carpino
Project Manager: Ada Tat
Solutions Architect: Richard Chao
Production Director: Gary Gimelfarb
Experience Delivery Lead: Nzegwhua Anderson
Group Director, Product Developer: Arnaud Icard
Senior Application Developer: Anthony Pilger
Interface Developer: Jérémie Boulay
Senior Interface Developer: Heung Lee
Quality Assurance Analyst: Murali Addala
Quality Assurance Lead: Natalia Zadorozhna
Business Analyst: Dean Bentley-Falcke
Proofreader: Sheila Gray
Chief Executive Officer: Andrea Cook
Chief Operating Officer: Elizabeth Sellors
SVP, Growth: Diane Ridgway-Cross

Creative Contributors:
Motion Designer: Dewen Yang
ACD, Art: Tania Forsyth
Retoucher: Jennifer Nash

Animator/Editor: Ryan Zorad

Audio: Grayson Music Group
Creative Director: Mark Domitric
Voice Director: Ali Willa Milner
Audio Engineer: Vlad Nikolic
Sound Designer: Mike Bisanti
Senior Producer: Nicholas Shaw

Media: UM
EVP, Global Managing Partner: Danny Huynh
SVP, Group Partner, Portfolio Management: Nataly Cavagnaro
SVP, Client Business Partner: Peter Lofaro
VP, Partner, Portfolio Management: Simona Drapkin
VP, SEO: Jami Bowen
Associate Director, SEO: Alicia Castro
Senior Analyst, SEO: David Blutstein
Director, Paid Social: Pulijal, Gautham
VP, Director, Decision Sciences: Ankur Jaluria


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