The aim was to raise awareness of BMW Efficient Dynamics – the technology package of BMW for less consumption and more driving pleasure. But: don’t let it appear like advertising. So we came up with an idea that combines the two concepts of EfficientDynamics in 1 big idea - literally. And decided not to make advertising, but art.

We decided not to make advertising, but art. Therefore we created a 8 meter big sculpture, made of abstract acryl-forms. But the special thing about it: From one point of view, the sculpture formed the word "Efficient". From another point of view the same sculpture with the same elements formed the word "Dynamics". Underneath the sculpture we explained the advantages of BMW Efficient Dynamics: Less consumption, more driving pleasure.

The sculpture was presented in a highly exclusive surrounding: The BMW Museum in Munich. With more than 6,000 visitors a day we created a special Efficient Dynamics experience for everyone during 4 weeks.