The BMWi3 leaflet is the world's first car catalogue manufactured completely out of sustainable materials
BMW, one of the world's leading car brands together with Gitam BBDO advertising agency launched a new campaign showcasing a catalogue made completely out of sustainable materials.
The breakthrough product was conceived through a deep thought process that expresses the company's vision to improve the environment.
The catalogue promotes the new BMWi3 vehicle, a premium urban vehicle and 100% electric, free from fuel consumption and without polluting emissions.
BMW i3 is manufactured in a unique and environmentally friendly factory located in Leipzig, Germany.
The process of production in the plant maintains the values of sustainability: from the use of 100% water power to create a car chassis, through the growth of eucalyptus trees on factory grounds to prevent air pollution in their transport, and to the raising of sheep at the outskirts of the plant, to use their wool to cushion the car and save the energy of transporting wool from distant locations
In accordance with these values the idea to produce an environmentally friendly catalogue was born, and for the benefit of the process, recycled materials were collected from dozens of recycling plants throughout the country that eventually became the pages of the catalogue. Every page was created from a different recycled material: chip wood, rubber, glass, tin, artificial leather, marble, satin, corrugated cardboard, recycled paper, recycled cardboard, canvas and even tarp off an old BMW billboard. The catalogue is placed inside an OSB box lined with sheep's wool.
Eran Nir, Creative VP at Gitam BBDO said: "We live in an era where advertising is no longer an advertisement, and the end product will not necessarily be a television commercial, or at least not the core of the campaign. Our mission was to tell the BMW i3 unique story, and during our research and work process we realised that we can tell that story in a new way. Not only did we have a chance to create a sustainable car catalogue, but we could actually complete the vehicle's sustainability cycle. The result is a unique product that was not seen before, and a story told, in our opinion, in a way that the consumer, will appreciate enough to stop and listen to it."
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