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‘Forwardism comes home’ is the new BMW 7 Series’ campaign created by Serviceplan Middle East
In this beautifully crafted film, we see unique metal birds connecting the aluminum sustainably sourced in the region, all the way to the development of the new BMW 7, following them on a journey through some of the most iconic landscapes in the Middle East.
It is worth mentioning that in 2022, automotive giant BMW Group has forged a global partnership with Emirates Global Aluminium (EGA), the UAE’s largest industrial company outside the oil and gas sector, to be the first customer for its new CelestiAL aluminium. The first of its kind, this aluminium is locally produced using solar power generated at the Mohammed Bin Rashid Al Maktoum Solar Park.
The ‘Forwardism’ film premiered during December 2022 at private screenings across the Middle East, attended by BMW’s VIP clientele and key stakeholders.
The ad spot was directed by William Armstrong at Boomtown Productions.
Serviceplan Middle East worked closely with BMW during a 6-month period to bring the creative idea for the ‘Forwardism’ campaign to life.
Serviceplan Middle East Creative Director André Couto commented: "It's not every day that we have the chance to create a film that breaks the conventional imagery of automotive ads. Instead of talking about horsepower, engines and driving technologies, we chose to highlight the genesis of the car and its materials - it’s a matter of great prestige that BMW Group uses aluminium that is sourced here in the Middle East and produced using solar power. It was this historic partnership that inspired us to create this film and tell this story.”
In an electrified vehicle, CO2 emissions from the use phase are much lower, but producing battery cells or aluminium is extremely energy-intensive. The BMW Group not only wants to stop this trend, but also reverse it – and even lower CO2 emissions per vehicle by 20% from 2019 levels.
BMW Group are targeting a 5% reduction in global CO2 use-phase emissions by 2030 and 40% reduction in CO2 emissions during the entire life cycle of a vehicle.
Aluminum is lightweight, strong and infinitely recyclable, and that is why it has an important role to play in developing a more sustainable society and making modern life possible. One key example of this is by improving the efficiency of vehicles through reducing their weight. But it also matters how sustainably aluminum is made. Solar aluminum is a step forward — it uses a natural and abundant source of energy in the desert environment to make a metal that is vital to our planet’s future.
Therefore, rethinking how they source and use energy is crucial to achieve such ambitious targets.
This milestone move is expected to reduce BMW Group’s carbon dioxide emissions by approximately 2.5 million tonnes over a 10-year period.
And 'Forwadism' speaks volume about all the efforts the automotive group is doing in that direction, with a campaign that signals a new era of automotive excellence for a more environmentally-aware future.
CREDITS
AGENCY: Serviceplan Middle East
Manager Partners: Rami Hmadeh; Natalie Shardan; Azhar Siddiqui
Head of Strategy: Frances Valerie Bonifacio
Worldwide Executive Creative Director: Jason Romeyko
Chief Creative Office: Akhilesh Bagri
Creative Directors: André Couto; Saleh Elghatit; Natalie Shardan
Art Directors: Yasir Ali Baloshi; Kenneth Barnes; Kunal Gagwani
Copywriters: Aashna Gopalkrishnan; Zein Sadedin; Karim Mroueh
Business Director: Karim Mroueh
Account Manager: Saed Shaka
Account Executive: Tania Zebian
International Communications Officer, Serviceplan Group: Lee Sharrock
CLIENT
Head of Marketing: Ali Kherallah
Marketing Communications Manager: Mariam Al Rousan
PRODUCTION:
Production Company: Boomtown Productions
Executive Producer: Shane Martin
Producer: Pratixa Shah
Director: William Armstrong
DOP: Deo Van Zyl
Post Producer: Mannu Singh
Editor: Neda Ahmed
VFX: Eighty4 Barcelona
VFX Supervisor: Nicolas Martinez
VFX EP: Olaia Casal
VFX Producer: Viviana Nino
Colorist: Marc Insa (Eighty4)
Music: Anders Vesterdahl (10db Denmark)
Sound Design: Niko Henttonen (ElCamino Helsinki)
Production Coordinator: Haider El Saabi
Production Coordinator: Karim Hamade
Production Coordinator: Kim Mantua
Production Assistant: Xerxes Cloud Leisher
1st AD: George Cassab
1st AC: Srinivas Kusuma
2nd AC Main Cam: Nasar Abdul Kader
Qatar Line Production: Resolution Films
KSA Line Production: LetterGray, Riyadh
DIT: Asker Afaunov
Aerial Coordinator: Hatim Saleh
Art Director: Preet Kalra
Wardrobe Stylist: Kamal Farjallah
Hair & MakeUp: Kat Allen
Location Manager: Matteo Granziol
Unit Manager: Gayan Gurusinghe
