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BMW PACE

Award: Wood Pencil

Wood Pencil / Direct / Art Direction / 2008

With PACE – Pursuit Across Europe – BMW is exploring a completely new communication channel by launching an exhilarating racing game online. The virtual race takes place between Lisbon and Prague and is set against a black and white 3D background. Equipped with the latest BMW models and technologies, players drive through cities and countryside, seen in a completely new light. Film sequences in the style of Edward Hopper and Film Noir push the mysterious story further and lead seamlessly into driving sequences. As a result, users in numerous countries immersed themselves in the BMW brand and product world. The game opened up new communication channels for the brand and widened its target group to include a younger audience.

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