Back in December 2008, BMW launched the Expression of Joy campaign. Most noticeable was the huge artwork done by the new BMW Z4. It was an interesting and quite intriguing way to explore art, not to mention how to make a campaign.
I noticed this back in early January, but I didn't publish an article about it. While it is pretty, it didn't really connect with me. Until now.
Today I was browsing the iPhone App store, and I found the newly released BMW Z4 Joy of Expression game. It allows you to be apart of the campaign, instead of just a spectator. You can drive around yourself, creating your own artwork - and it is brilliant.
This is the kind of thing you need to do if you want people to connect with your campaigns. Make something interesting, and allow people to be a part of it.
This is the artwork created by artist Robin Rhode and BMW (as part of the campaign).
This is what I made:
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