BMW Australia, in collaboration with creative agency partner Clemenger BBDO Melbourne, has today launched Illuminated Landscapes, promoting the new X5.
Illuminated Landscapes features artworks lit only by the X5’s Laserlights. Beaming an impressive 500 metres, the Laserlights are just one of the X5’s innovative technical features.
To showcase the Laserlights, BMW partnered with Bart Celestino, an artist well known for his masterful images of the Australian landscape.
Celestino pushed the X5 to its limits to create the series, taking it off-road to beaches, forests and a spectacular quarry. The result was 14 ethereal, otherworldly images. Five films bring this photographic journey to life across social and digital. The campaign will also appear in dealerships and on a campaign microsite.
Tony Sesto, GM of marketing, BMW Australia commented,
Since its arrival, the BMW X5 has set the benchmark in the large luxury SUV category, and the fourth generation certainly continues this trend. It delivers impressive performance, premium design appointments and state-of-the-art technology, including BMW Laserlights. We are thrilled to execute a unique and innovative campaign with one of Australia’s most talented landscape photographers – it truly encompasses the spirit of the X5 and the BMW brand.
Stephen de Wolf, Executive Creative Director at Clemenger BBDO, Melbourne also commented,
The new BMW X5 is an incredible vehicle. It’s the coming together of amazing technology, absolute luxury and is, of course, an SUV. We wanted to bring these X5 elements together, while creating something that is uniquely Australian. Together with the X5, Bart and the team have created something truly beautiful with the BMW X5 Illuminated Landscapes series.
The jaw-dropping images really show that BMW is also good and powerful in art when collaborating with Clemenger BBDO and photographing the Australian landscapes.