BMW en TBWA, proud sponsors of empty roads

BMW Belux is a loyal partner of the Red Devils, Belgium’s national football team and current leader in the FIFA world ranking. For this summer’s big event, TBWA created a film for BMW with an unexpected twist. One in which the football players aren’t the main stars. As an advocate of pure driving pleasure, BMW doesn’t sponsor the players, but the empty Belgian roads. Director Michaël Bombeeck and DOP Piet Deyaert shot the film entirely in Belgium. Something unique for the German car brand.

“Since 2012, BMW is a loyal partner of the Belgian Red devils. It has been a great ride so far. For this summer, we wanted to take the connection between both strong brands a step further” says Ewoud Van der Heyden, marketing director at BMW Belux. It’s just not easy for any car brand to claim a real role to play in the game of football. Because of that, TBWA came up with a campaign that highlights BMW’s love for empty roads. Everybody knows that during a game, everybody is in front of their screens at home, in a pub or in the stadium. Result: empty roads and pure driving pleasure all for the taking.

“When BMW asked us to think of an activation to highlight this partnership, we knew this meant a great opportunity for the brand”, says creative director Steven Janssens. “Which is why we opened up the briefing slightly. Our creatives came up with this great insight. And a few weeks later, we presented a TV script. Our client was a big enthusiastic supporter and followed all the way”.

A Belgian production for a car brand like BMW is rather unique. “That we could work together with probably the greatest Belgian squad in history, made it even sweeter. During three shooting days, the team gave all it had to come to the result.

For the production, TBWA worked with Michaël Bombeeck, an experienced Belgian director with a lot of love for car productions. Together with Piet Deyaert, he created a commercial with a cinematic feeling. Apart from TV, the campaign also runs on social and bannering. “To make it even more tangible for the large audience, the exact car from the commercial is for display at Brussels Airport. And the BMW dealerships get a proper “Red Devil” makeover”, concludes Ewoud Van der Heyden.

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TBWA\ is and has been a top-3 ranked agency for the last decade and operates with the strong belief that IDEAS CREATE GROWTH. To make this happen in real life for its local and international clients, TBWA\ has developed and is recognised for its world class brand building and strategic capabilities. TBWA\ is the most integrated communications group in Belgium, bringing many different disciplines together under 1 roof, 1 P&L and 1 culture. These disciplines comprise of in-house strategic advice, advertising, CX design, CRM, media, digital, brand design, public and brand relations, social, event, content & complemented with all related production capabilities. All of this to answer our client’s challenges in a modern, collaborative and comprehensive way.

TBWA\ is the Disruption® Company: the cultural engine for the 21st century business. Disruption® is at the core of TBWA’s strategic and creative development. It is a gateway to great work and unconventional behavior. Disruption is about dismantling the status quo to create opportunities and dramatic business results for our partners.

TBWA was elected Agency of the Year 4 times in the last 12 years and digital Agency of the Year 5 times in the last 7 years. On creative awards, we see them as a great internal motivator and it helps us recruiting new talent. So yes, we’re always in the top 5 in our market. But more importantly, we clearly stand out as the most awarded Effie agency in Belgium: the reason why we were named Effie Beasts last year, as best Belgian Effie agency since the start of the Effies. The Effie Awards honour the most significant achievement in marketing communications: ideas that work. And that’s what we’re all about!

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