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Silver Winner

The NEW Category
Entrant: kirshenbaum bond senecal + partners, New York
BMW ActiveE
"BMW ActiveE Experiment"
Media Type: Email, Mobile, Social Network Communities, Websites
Corporate Name of Client: BMW North America
Agency: kirshenbaum bond senecal + partners, New York
Chief Creative Officers: Ed Brojerdi/Izzy DeBellis
Creative Directors: Marc Hartzman/Faris Yakob/
     Anthony Monahan
Associate Creative Director: Will Bright
Copywriter: Will Bright
Art Director: Lance Parrish
Production Company: Prologue Pictures, Hollywood
Director: Kurt Mattila
Executive Producer: Alexander Dervin
Producers: Brian Hall/Christina Hwang
Electric Vehicle Project Manager: Marian Hawryluk, BMW North America
Strategic Director of Marketing Technology: Tom Buontempo
Account Director: Katie Klumper
Director/Content Production: Dominic Ferro
Senior Producer: Brooke Kaylor
Editing Company: Prologue Pictures, Hollywood
Talent Producer: Eliza Hindmarch
Cinematographer: Keith Dunkerley

Basic description of the project:
BMW approached us to mount the launch of its electric vehicle, starting with the ActiveE field trial.

Thinking beyond the car, we hosted a collaborative discussion about the future of mobility, creating tools to gauge the impact of electric vehicles on lives.

We developed the BMW Documentaries franchise - a film series that asks questions and rouses conversations across the web.

We rolled out the Evolve mobile application and dashboard, letting drivers track and compare their driving to see if the ActiveE is a good fit.

Tools and content were spread socially, growing a community that lives on.

LIA 2011©

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