The all-new BMW X5 is made for whatever nature could ask for. We let nature tell us directly, what it could ask for from the new BMW X5. We used real-natural-no-postproduction letters we discovered in Death Valley, built out of the typical salt crusts and created the Death Valley messages. Each letter was marked with the exact geographical coordinates where it is located. The messages became print ads and also a mailing that led to our blog, where people could download the font and send their own Death Valley messages.
Made for whatever nature could ask for.
The new BMW X5.
Chief Creative Officer: Alexander Schill
Executive Creative Officer: Maik Kähler
Creative Directors: Matthäus Frost, Tom Meifert, Axel Schilling
Copywriter: Tom Meifert
Art Directors: Matthäus Frost, Axel Schilling
Typograhy: Axel Schilling
Creative Producer: Florian Panier
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