AUCKLAND, Today: BMW has collaborated with Colenso BBDO, production partners, Bootleg, and New York-based Kiwi film director Alan Bibby to launch an initiative to lighten parents’ loads – DIY car kits for kids.
BMW NZ marketing head Gabrielle Byfield said: “As we end week 4 of lockdown, parents might be scratching their heads thinking of ways to entertain their children at home.
“To help with this, BMW is bringing the joy of driving to your home with downloadable do-it-yourself entertainment packs for kids – one for building your own race-track, and the second for building your own cardboard car.
“All from toilet rolls, cardboard boxes and stuff from around the house.
“The films were made completely under lockdown at home using high-end lighting techniques like opening and closing curtains.”
“The downloadable Play at Home pack includes flags, starter grids and car decals to decorate your own BMW and M-Town track (scroll down for the link).
To launch the initiative, BMW and Bibby produced two short social videos. Bibby, a native Kiwi currently isolating in Auckland, has directed creative projects for Coldplay, Rhianna, Pharrell, Stevie Wonder and Ariana Grande.
The first social video involves his son Theo, who races a toy car around a home-made race track. The second video showcases young Theo working on his very own DIY car build.
Filmed completely under lockdown at home using high-end lighting techniques like opening and closing curtains, the films show simple home-made models, captured in classic automotive style. Made by you, shot by BMW.
- Download Play at Home here
Creative agency: Colenso BBDO
Production partner: Bootleg
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