Clemenger BBDO Melbourne: The images BMW’s Laserlights created

The BMW X5 has remarkable lights – Laserlights. Their 500 metre range will impress people enormously when they are driving at night, but BMW want them to be the spearhead of their X5 campaign, indicative of a number of innovative technical features in the new luxury SUV.

So Clemenger BBDO Melbourme worked out an ingenious way to make Laserlights an impressive feature before people buy the car. It has created the exhibition, Illuminated Landscapes, which features artworks lit only by the X5’s Laserlights. BMW partnered with Bart Celestino, an photographer 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 is 14 ethereal, otherworldly images. And Clemenger has created 5 equally impressive films of the photographic journey for social and digital. The campaign will also appear in dealerships and on a campaign microsite.

Clemenger Melbourne executive creative director, Stephen de Wolf, commented, “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.”