BMW CEO2
Campaign Concept
May 2024
04
Welcome to the new BMW CE 02, a conceptual campaign design in collaboration with The Hamburg University of Applied Sciences to better resonate with the American market. The rebrand captured the energy and joy of movement in each modes of the eParkourer, highlighting customization possibilities through aftermarket accessories.
Creative Direction: Tor Hovind, Sven Vogel
Studio: Mutabor
Photography: BMW Motorrad
Design: Tina Moridian, Jillian Yee, Griffen Johnson
New Concept
Starting Point
The original branding for the eParkourer highlighted its flexibility in urban settings. Targeted at a younger audience (18-25), it emphasized the bike's three modes, offering a unique riding experience at the click of a button.
However, the campaign lacked a personal connection with the audience and the versatility for all riders. This insight allowed us to evolve the concept into something more relatable and consumer-friendly.
The eParkourer’s modes—Flash, Surf, and Flow—offer unique riding experiences, from speed and power to coasting and syncing with traffic. This campaign captures the joy of movement and emphasizes personalization through aftermarket accessories like smartphone holders and side bags. These options make the eParkourer stand out for those seeking individuality. By revisiting BMW’s legacy of precision engineering and emotional connection, the BMW CE 02 celebrates the thrill of riding and the unique stories of each rider.
