• Loading…

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.

Register Now to
Keep Reading

Once registered you will have access to this article and all other feaures, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

Register Now
Why Register? Swipe to hide

Why Am I Being Asked
to Register?

We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.

This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again