Car company BMW Australia, in collaboration with creative agency partner Clemenger BBDO Melbourne, has launched a unique photographic series to promote 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.
A gallery of Celestino’s images are in the above photo gallery, while the films can be viewed here.
BMW Australia’s general manager of marketing, Tony Sesto, said: “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.”
Clems Melbourne executive creative director Stephen de Wolf said: “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.”
Client: BMW Australia
Brand and sponsorship manager: Dominique Maclean
Brand and sponsorship coordinator: Giacinta Caione
Creative agency: Clemenger Melbourne
Photographer: Bart Celestino
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