BMW iX: EVolution

2023

Student Project

Lee Jiye
Lee Yeyoung
Pia Tantamco
Wee Wan Ming

A social campaign aimed at promoting the BMW iX as the new sustainable option for electric vehicles, while empowering the community to be leaders of change in creating a better world.

This campaign invites drivers to switch to electric, offering exclusive rewards that highlight the benefits of the iX, from reduced carbon emissions to lower ownership costs. It turns the act of driving into a tangible contribution towards a greener planet.

Rooted in the belief that the future is electric, “EVolution” frames iX drivers as the “propellers” of change. Their choices today steer the industry forward, directly contributing to the ongoing evolution of sustainable driving for years to come.

Key Visuals

Heavily inspired by the BMW iX’s grille and triangular motifs, EVOLUTION’s design language revolves around triangles. In some reiterations, the triangles evolve in form, representing the iX community working together to transform the future.

Advertisement

To maximise our impact, we strategically positioned our physical ads throughout the Central Business District, where BMW's target consumers spend a significant amount of their time. Through this approach, we are able to make every mile count.

Social Media

To ensure we reach our target audience, we have extended our advertisements to social media, especially Instagram, which most of them use. These promotions are more visually based, shining the spotlight on the BMW iX.

Pop-up Event

Experience the intersection of sustainability, technology, and luxury at our pop-up store, featuring the BMW iX. The pop-up serves as a place for potential customers to learn about our mission, network with other people, and immerse themselves in BMW’s innovative design.

Leaflet

We created informative leaflets for people on the go, which will be distributed at EVOLUTION's pop-up location. These were designed to educate individuals about the sustainable features of the iX and encourage them to embrace sustainable practices and join us in our mission to build a better future.

Merchandise

As part of our efforts to promote sustainable luxury, BMW partnered with Maison Margiela—one of the pioneers of eco-friendly fashion—to create exclusive footwear made out of recycled tires.

EVolution App

The process of evolution is always ongoing, much like our endeavour to promote purposeful driving. Through the use of the EVOLUTION app, members of the iX community can persist in upholding their commitment to eco-friendly and conscientious driving practices.

Process & Sketches

Next Project

Archive

Info

Contact