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New paths, new scents, new encounters—BMW motorcycles represent ultimate freedom and adventure, offering everything needed to embark on a journey of rediscovery, whether on asphalt, gravel, sand, or mud. This spirit is captured in BMW Motorrad’s brand promise: “Make life a ride.”

Inspired by this promise, Serviceplan Switzerland launched a new image campaign, inviting us to rediscover the world in a creative way. The campaign features five stunning landscapes that reflect the contours of country flags, each incorporating one of five BMW motorcycles, seamlessly blending design and adventure.

“With the BMW Motorrad flags, we’ve captured the essence of our brand promise, ‘Make life a ride,’ in a uniquely diverse way,” added Marc Gobeli, head of marketing at BMW Motorrad Switzerland.

Each BMW model is presented in harmony with the landscape’s unique characteristics, evoking the colours and shapes of the flags of various countries. The landscapes range from the rugged hills of Spain to the serene beaches of France, the coast-spanning bridges of Scotland, the panoramic paths of Italy, and the breathtaking gravel roads of Tanzania. Specific local features were also included, such as the red waters and white salt banks of France’s Camargue region, known for housing Europe’s largest flamingo population.

The visuals were partially created in the photo studio, where the motorcycles were photographed to ensure high-quality and technical precision. The landscape elements were crafted using detailed CGI and enhanced with AI to align with predefined design elements. These digital components were then seamlessly combined with the real photos to create the final, striking imagery.

“AI and modern tools have democratised creativity. The realisation of this campaign wouldn’t have been possible without today’s technology. At the end of the day, a great idea is always the foundation of any standout work,” said Marcin Baba, executive creative director at Serviceplan Suisse.

The campaign will run through the end of November and will be featured in a nationwide OOH campaign as well as on BMW Switzerland's digital channels.