Chinese customers are continuously interested in rather large cars. Drawing attention to a smaller vehicle therefore needed something out of the usual. Or out of this world.

In mid August 2011 pictures and 4 video clips were released to the internet, showing an enormous discovery in the Qinghai area: a huge symmetric sand circle. This material caused a level of attention and controversy which was much larger than foreseen. Within and outside of China people were speculating about the origin. UFO and Alien believers all over the globe were wildly discussing. TV Stations, reporters and government officials went to visit Xining and investigated where the circle would be.

For 3 days this campaign was on #1 at Sina Weibo. The mystery was revealed when the 2:30min ‘making of’ was released. A group of young adults take 3 BMW 1 Series cars to the desert area. They create the symbol by precise driving. This exciting clip positioned the 1 Series as the right car for the job and the target audience and was well received by the market.

It was followed up by another longer video, showing the same group creating that same symbol while driving by a large canvas, throwing paint balls out of the car. This again positioned the 1 Series as the exciting car of choice for the group. The clip ended in a call-to-action to register for the BMW 1 Series Driver Challenge, so that the audience could experience this young exciting lifestyle for themselves. All related videos triggered some 15Million views within the month.

There will be a final phase to the campaign later in 2011, revealing the meaning behind the sand symbol.

» Link to video 1
» Link to video 2

Job: BMW 1 Series family UFO campaign
Client: BMW China
Year: 2011
Agency: Interone China
Role: Creative direction

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It was finally time to launch the second phase of Canon China’s relaunch. It included a noticeable change in design, and for the first time in many years a beginning change of structure.

The concept of the design follows Canon China’s brand claim ‘delighting you always’ and is much more service-oriented. Clean, modern and Japanese space and line dividers leave room for product presentation and help with the orientation of the eye. A new and stringend color code further enhances easy orientation and comfort.

» Link to the website

Job: Canon China relaunch phase 2
Client: Canon Asia
Year: 2011
Agency: Interone China
Role: Creative Direction

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We all know HILTON hotels. They have been around for decades and their company history is quite interesting. But did we know that HILTON actually has quite a few of the world’s most wonderful holiday location resorts?

Our client saw the need to launch a campaign for letting people know about this. We created a 16 week campaign, sending four renowned Chinese bloggers to far away places. For two weeks they would write about where they are and upload pictures to give people a wonderful insight to the destination. The resulting reports and pictures had a tremendous credibility and effect on the followers who know the bloggers well.

Though in text and image it was hinted, the places were never unveiled in the series of articles and updates. Readers could head over to the campaign website though and search through the property list of HILTON, comparing images and try to identify the blogged-about resort. It goes without saying that participants could win a stay at these hotels. Jealous.

» Link to website

Job: Stay Hilton go everywhere campaign
Client: HILTON China
Year: 2011
Agency: Interone China
Role: Creative direction

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BMW wanted to create interest for a special event which was going to introduce the carbo fiber roof M3 to the local market. We created a 2min. viral video for them, featuring three modern gladiators. Called by the beast inside they meet for a competition of strength. The video was shared to video platforms.

The public was invited to apply for joining this competition which took place in late May 2011. It involved driving several BMW M vehicles, challenging their own inner beast.

» Link to website

Job: BMW M Gladiator Event / M3 carbon fiber roof introduction
Client: BMW China
Year: 2011
Agency: Interone China
Role: Creative direction

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It was time again for one of the biggest automotive consumer event of the year in China – the Destination X tour.

And once more, starting in four different cities in the country, 4 large teams or a total of 192 participants drive for one week towards a central meeting point. The X their routes create on the country’s map is different every time and in 2010 the final stage where all teams would meet up with their X1, X3, X5 and X6 Hybrid BMW SAVs at was in Chengdu.

This time, we wanted to give people a deeper experience. Again it was the stunning landscape that would determine the unique experience of the tour. But instead of just showing the web audience where they might find themselves, should they join the event, we wanted them to feel like they are actually traveling.

Thus the site presented itself with the event’s travel map on the bonnet of the new BMW X1 and entering the tour was possible at any given point. One would then be taken into a breathtaking view of that scene, just the way it would be in real life. It was even more impressive in fullscreen mode, and all landscapes would be sonified to make for a near-life audio-visual experience. The reduced amount of navigation elements on screen made it possible to truly enjoy the environment and read background information stored in the discovery hot spots.

In order to complete the feeling of real traveling, a camera functionality would allow to take pictures of anything and any desired angle. The images could then be arranged into a travel book pdf.

» Link to the website

Job: BMW Destination X 2010 event experience website
Client: BMW China
Year: 2010
Agency: Interone China
Role: Creative concept, Design Lead

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You know it and I know it. But the general public in China doesn’t know it yet. And that’s the possibility to buy a car without the cash at hand. MINI China started a campaign to introduce it’s financial services to the Chinese customers.

We took on this classically dry subject with the right kind of MINI humor and turned it into something fun. Sure, we all have lots of dreams in our lives, but the only sensible dream to pursue is getting a MINI. And this web-special will tell you how in three entertaining narratives.

» Link to the website

Job: MINI Financial Services
Client: MINI China
Year: 2010
Agency: Interone China
Role: Creative Lead, Design, Concept, Animation

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It’s that time of the year again. The automotive world comes to Beijing and proudly displays their most recent achievements and products.

We all know this kind of event, it is usually packed with people and visitors have no overview whatsoever. Consequently, most car brands create a small guidance for their customers – what to see and where to find it.

When BMW asked us to create this years motorshow webspecial, we developed the idea of using the browser window as a transformable space. The concept sounds almost too simple: Nothing but content, the content IS the webspecial.

Upon start, the navigation floats before your eyes likes a large mobile. Clicking an item dives into that typographic link. It opens up a room with the specific car centered as the sole hero, surrounded by secondary content. The labels of the content and the images of the cars are all that counts.

» Link to the website

Job: BMW Beijing Auto Motorshow 2010
Client: BMW China
Year: 2010
Agency: Interone China
Role: Design lead, concept

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Long wheelbase and short overhangs – there are lots of things that make a MINI and a GoKart alike. MINI’s legendary handling and performance has always been compared a lot to one of these open air speed racers.

Building on the double movie success “The Italian Job”, MINI China launched “The Chinese Job”, a series of events that teach (potential) customers how to drive like they do in the movies. The best drivers are selected over a period of several weeks and the best of them have to prove their skills in up to three larger race events. Finally, three winners will take home a genuine MINI John Cooper Works, the strongest car the brand produces. This car is not launched to the Chinese market, so it constitutes a real incentive.

We chose the advertising style to be a mix of real MINI imaging mixed with a black and white comic style, reminiscent to the mid-20th century “Michel Vaillant” comic books with a touch of Sin City. A fully animated trailer movie introduced customers to the speed and action of a car chase that could very well have been part of an “Italian Job” movie.

» Link to the website

Job: MINI The Chinese Job
Client: MINI China
Year: 2010
Agency: Interone China
Role: Creative Lead, Concept, Animator, Movie supervision

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“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

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Even though MINI is not the classical car of desire in the Chinese market, its popularity is on the rise. But China is a market that’s rather new to the cult and has not yet jumped onto the international customization band wagon. To bring customization on track, MINI China launched a new COOPER model – the MINI Cheer. It has a reduced standard configuration and thus is the most affordable canvas for personality in the range.

Together with MINI we developed another three-phased digital initiative, launching the first in December 2009. This initial small module introduces the idea and mindset of customization into a country which is still strongly influenced by the civil revolution. But the society is starting to advance into a direction where uniqueness is an acceptable attribute. Playing with the ‘revolutionizer’ idea, we developed a small web-special which turns stereotypes into provocative expressions in its short but loud intro. Following up are 12 customized MINI models, ranging from the Cheer all the way to the John Cooper Works models and illustrating a broad choice of designs. Each model equipped with a teasing name, interior and accessory shots. The cars are placed on an underground parking lot elevator and are lifted into sight upon click onto the dangling remote.

This paves the ground for the two remaining phases to come.

» Link to the website

Job: MINI Cheer / Accessorize
Client: MINI China
Year: 2009
Agency: Interone China
Role: Creative Lead, UX, Concept, Animator

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