BMW motorcycles are made for discovering the world. This is exactly what Serviceplan, the agency based at the House of Communication in Zurich, is doing in a surprising image campaign.  With unique landscapes that artfully quote country flags using photography, CGI and AI.

New paths, smells, people - BMW motorcycles stand for pure freedom and riding pleasure and offer everything you need to embark on a unique journey and discover the world anew - whether on tar, gravel, sand or mud. All in the spirit of the BMW Motorrad brand promise “Make life a ride”.

This is exactly what Serviceplan Switzerland used as the starting point for the creation of an image campaign in which the world is rediscovered with five different BMW models. Symbolic of this are a barren hilly landscape in Spain - a picturesque sandy beach in France - a coast-connecting bridge in Scotland - an idyllic panoramic path in Italy and a breathtaking gravel road in Tanzania.
In each case, the corresponding BMW Motorrad models were staged in a unique way to match the individual scenic features. The arrangement of the colors and objects cite the flags of the countries in which the motorcycles were put into action. Very specific regional characteristics were also integrated, such as the white banks and the red-colored water from the salt harvest in the French Camargue, where the largest flamingo population in Europe can also be admired.

The stunning visuals were partly created in the photo studio where the individual motorcycles were shot. The landscape elements were also created in elaborate CGI work, which were then prompted with AI on the previously defined elements and finally combined with the real photos.  

The campaign can be seen in a nationwide poster campaign and also on BMW Switzerland's digital channels.

“Thanks to technical tools such as AI, good creation is democratized. The creation of this campaign would never have been possible without today's tools. Regardless of this, a good idea is still the starting point for any work that needs to stand out,” says Marcin Baba, Executive Creative Director at Serviceplan Suisse.

“With the BMW Motorrad country flags, we have succeeded in capturing the essence of our brand promise “Make life a ride” in a unique way. And in all its diversity,” says Marc Gobeli, Head of Marketing at BMW Motorrad Switzerland.