The all-new BMW X5 can deal with any challenge a driving surface can come up with. It is made for whatever nature could ask for. We let nature tell us directly, what it could ask for from the new BMW X5.
We used real-natural-no-postproduction letters we discovered in Death Valley, built out of the typical salt crusts and created the Death Valley messages.
Each letter was marked with the exact geographical coordinates where it is located.
The messages became print ads and also a mailing that led to our blog, where people could download the font and send their own Death Valley messages.
The all-new BMW X5. Made for whatever nature could ask for.
Client: BMW AG
Chief Creative Officer: Alexander Schill
Executive Creative Officer: Maik Kähler
Creative Director: Matthäus Frost, Tom Meifert, Axel Schilling
Copywriter: Tom Meifert
Art Director: Matthäus Frost, Axel Schilling
Graphic Design: Nature c/o Death Valley
Photography: Axel Schilling
Creative Producer: Florian Panier