Task.
To accompany the market launch of the BMW Z4 Coupé in Korea, a concept was called for that speaks to a young target group in an entertaining way and conveys one of the key elements of BMW brand identity: "joy".
Realisation.
The 26-minute work combines music and film and deals with love, loyalty, friendship - and the BMW Z4. With the producer JYP, who has already collaborated with superstars such as Usher and P. Diddy, and with the singer Rain, the project was the work of two artists know far beyond the borders of Korea. The film itself was supported by further measures such as a dedicated website, viral and mobile marketing, première and press parties, screenings in cinemas and music downloads.
