“Better City, Better Life” – This year’s motto of the world EXPO targets one thing especially: Taking care of the planet. QQ and BMW took this as a chance to turn it into an initiative for the Chinese. QQ is a short messaging system similar to Skype, MSN and the like. With combined efforts they created a ribbon icon that symbolizes active membership of the initiative and will display inside the instant messenger next to the user’s name.
To become a member, people have to admit to doing small things in life that have a great impact. “I won’t use disposable chopsticks for one year” for instance. The motto for the initiative can therefore be translated to “Having You, Having Future”.
A large web platform was created where users are able to exchange their thoughts and commit to the initiative. It has already turned into one of the largest online campaign the world has ever seen. As of now, a staggering 60 Million people are participating with numbers still counting up an.
While the visual challenge for us laid within bridging BMW’s premium design and QQ’s more young and lively style, the outcome certainly works well and enjoys a strong appreciation in all media.
» Link to the campaign website
» Link to the BMW content website
Job: BMW QQ Expo Shanghai 2010 Initiative
Client: QQ / BMW China
Year: 2010
Agency: Interone China
Role: Design supervision, concept
+++
