In the first work from Clemenger Melbourne, BMW Australia is lighting up the Australian landscape with the BMW X5’s laserlights.
BMW Australia has launched five films showcasing the beautiful beaches in Sydney in promotion of the new X5.
In collaboration with Clemenger Melbourne, Illuminated Landscapes features artworks lit only by the X5’s laserlights.
To showcase the laserlights, BMW partnered with artist Bart Celestino, who is well known for his masterful images of the Australian landscape.
The campaign features five films bringing the photographic journey of Celestino pushing the X5 to its limits to create the series, taking it off-road to beaches, forests and a spectacular quarry.
BMW Australia general manager of marketing Tony Sesto said: “The BMW X5 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."
Clemenger Melbourne executive creative director Stephen de Wolf added: “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 campaign is brought to life across social and digital and will appear in dealerships and on a campaign microsite.
Client - BMW Group Australia
Brand & Sponsorship Manager – Dominique Maclean
Brand and Sponsorship Coordinator – Giacinta Caione
Creative agency – Clemenger Melbourne
Photographer – Bart Celestino