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BMW creates Shanghai Marathon ‘virtual art piece’ for runners to display their performances

BMW China has taken an alternative approach to sports sponsorship at this year’s Shanghai Marathon by ditching just a simple commercial film in favour of a more intimate experience with race participants.

In the first major campaign by Wieden+Kennedy Shanghai since winning the BMW creative account in June, the German car manufacturer used data from popular Chinese running apps to create a ‘personalised 3D art piece’ of a runner’s marathon performance.

The graphic was then sent to runners’ phones to allow them to share on social media and improve on their next race.

The campaign also included OOH and WeChat promotions under the tagline: ‘Let the world see their energy’.

“BMW aspires to earn a place in running culture while staying authentic to their brand. So we asked ourselves, if cars and running have almost nothing in common how can BMW add value to the running experience?,” said David Lin, senior strategist from Wieden+Kennedy Shanghai.

“The simple truth was performance. BMW has a rich heritage using technology to enhance performance in everything they do and we thought, what if they could do it for runners? This was leap off point our creatives took and ran with.”

Credits:

Executive Creative Director: Ian Toombs, Vivian Yong
Creative Director: Erwin Federizo, Fish Ho
Art Director: Cee Chen Jr.

English Copywriter: Matteo Marchionni
Chinese Copywriter: Lance Liang
Head of Design: Fish Ho
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 Sr.
Editor: Leon Yan

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