BMW Z4 – An Expression of Joy Campaign

BMW has launched a unique marketing campaign for the 2010 BMW Z4 Roadster that involves a big art project, video, outdoor, print and mobile components. Dubbed “An Expression of Joy,” the campaign features a painting the size of two football fields. The artwork is the creation of artist Robin Rhode and filmmaker Jake Scott.

For the advertisements, Scott filmed Rhode making the painting using two of the BMW Z4 Roadsters with paint jets mounted behind the wheels. With 160 liters of paint and 45 cameras, they were able to capture the movements of the Z4 from every angle.

Image: BMW

The video of the making of the painting is the focus of the marketing campaign. The events were captured in a 30-second spot, as well as a 30-minute documentary. The documentary will air on Discovery HD Theatre tomorrow, May 10 at 8:00pm EST with additional airings through May and June.

The 30-second spot will run both online and on TV. BMW is the first to use MSN.com’s expandable video unit, which allows viewers to see the advertisements in full-screen mode.

Video banner ads also will run on CNN, Yahoo and many other top websites. The print aspect includes an eight-page insert in Vanity Fair’s June issue, as well as ads in several other art and decor magazines. Ten airports will have billboards that show the painting as well.

A game entitled “BMW Z4 – An Expression of Joy” has been developed for the iPhone and iPod Touch. This game has been available for download since March 10 and has been downloaded approximately 500,000 times.  BMW has also created a microsite for the An Expression of Joy campaign at expressionofjoy.com.

Watch the teaser below with some of the footage of the documentary: