We are M

Agencies: Serviceplan Serviceplan Hamburg


"We are M" - under this claim, BMW M and Serviceplan Hamburg are celebrating the 50th anniversary of BMW M. The international campaign is divided into four chapters. With "The XMinded", the final chapter of the campaign launched on 3 November. It gives an outlook on the future and direction of the M brand and accompanies the launch of the new flagship vehicle BMW XM. The communication includes an online film and multiple social media motifs.

Each chapter of the campaign features M-relevant protagonists - including fans of the brand and formative figures such as the first BMW M Managing Director and racing driver Jochen Neerpasch.

With the first-ever BMW XM, the brand is now entering new territory. In addition to the flagship vehicle, the campaign focuses on the exceptional musician Chief Adjuah a.k.a. Christian Scott. The 6-times Grammy nominated jazz musician is breaking new ground just as boldly and expressively as the XM. Not only does he move freely between a wide variety of musical genres, but his "stretch music" also repeatedly explores the genre conventions of jazz in new ways.

This professional campaign titled 'We are M' was published in Germany in November, 2022. It was created for the brand: BMW, by ad agencies: Serviceplan and Serviceplan Hamburg. This campaign is related to the Automotive industry and contains 1 media asset. It was submitted 11 months ago.


Serviceplan Hamburg
Jakob Eckstein: Managing Director
Sebastien Stabenau: Executive Design Director
Bastian Tripp: Creative Director
Damian Kuczmierczyk: Creative Director
Sebastian Greven: Account Director
Berhe Seuetom: Account Manager
Nelli Walker: Account Manager


Christoph Köhler: General Manager
Katrin Habermann: Agency Producer

EASYdoesit (Chapter 4)
Chehad Abdallah: Director
Phillip Himburg: Photographer

CAST (Chapter 4)
Chief Adjuah

Konstantin Mazov: DoP
Gregor Möllers: Executive Producer
Selina Kaiser: Producer

MUSIC (Chapter 4)
Chief Adjuah:

Composition (Chapter 4)
Nikolai Potthoff
Timor Litzenberger
Sebastian Zenke
Fabian Reifarth

Sound Design (Chapter 4)
Philipp Monk
Martin Seyer

Executive Producer Music
Nikolaus Grunert

Mix (Chapter 4)
Not A Machine

Anselm Koneffke: Editor
Julien Alary: color grading
Ambassadors: VFX
Bas Moonen: VFX Supervisor
Sophie van Kooten: Lead Project Manager


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.