The TV commercial shows a world that is constantly changing, inviting to being explored. The new BMW X4 stays true to its X genes, facing up to every challenge. It conquers the new, the unknown, the X.

Our execution: A unique new billboard that moves with its lines – just like the automobile.

On the billboard we show driving shots of the vehicle with backgrounds. The special feature: In the lightbox of the billboard two foils were briefly suspended after the other. With the background that only shows lines, specially-designed moiré-effects appear, that creates a flowing movement, as the observer walks by.

That means: the vehicles look like they would drive.

The billboard moves the viewer - just like the BMW X4 - with special lines. In addition, we have animated a medium (billboard) that is usually static and increased the

viewer's attention and the medium’s effect immensely.

For two months the billboard generated attention for the BMW X4 and BMW design in general

in the target group. During this time it was "experienced" by about 12,400 people per day.