The agency has built an augmented reality application to support the above-the-line advertising for the new BMW Z4.
To tie in with the TV spot, created by GSD&M, which features a Z4 painting a work of art with its wheels, the online campaign enables users to paint trails with a virtual Z4 on their desk.
By utilising the augmented reality technology MagicSymbol, users are able to simply download the application from the website www.bmw.co.uk/Z43D and by using their webcam and a printable symbol, they can control the virtual Z4.
Released: 13 April 2009
BMW Z4 'an expression of joy' by Dare
Dare has created an online application allowing users to drive a virtual car around their desk.
All Comments
Tom Harvey - 17 May 2009
Love the Ad. Really great way to express creativity....
But is BMW Z4 really a creative and arty vehicle?
It looks to me like it's classy, stylish and chic. If I was wealthy enough to purchase such an elegant sports car then I certainly wouldn't want to drive anywhere near wet paint.
Isn't this Ad far better suited to a more fun and playful car? Perhaps a brand like Renault or Perguet would suit this excellent creative concept better.
Amazing Ad, wrong brand.
It just seems like the creative team had this idea in their folio and pounced on using it as soon as a car brief came along.
Tom
www.BaAdvertising.net/tom
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Credits
Project Z4 – an expression of joyClientNatasha Newman, advertising executive, BMWBriefHelp launch the new BMW Z4Creative directorMatt FirthCreative teamTristan Pride, Laura Farmer WriterEmma LawsonPlannerToby HorryMedia agencyZedMedia plannerAgustin Crespo
Production companiesDare, Inition
DesignerJonny Goodall
Associate technical directorNigel Flack
ExposureOnline, press, DM
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