Celebrating BMW’s partnerships in a long-lasting way

Celebrating BMW’s partnerships in a long-lasting way

Celebrating BMW’s partnerships in a long-lasting way 1920 1434 Altavia Unite

How can you celebrate long-term partnerships in a durable manner? For BMW, we created an aesthetic award to honor their dearest collaborations. A 100% recyclable statement piece that lasts for decades.

In The Netherlands, BMW collaborates with over a dozen dealerships that currently hold 53 BMW and 29 MINI showrooms in the country. If it’s up to Remco de Vos, Retail Experience Manager at BMW Group, that’s something worth celebrating. “Some of these businesses have been our loyal partners for more than 60 years. Often, car dealerships are family-owned companies, and working together with BMW is part of their legacy.”

Until recently, BMW Group awarded their long-term relationships with a Jubilea Award: an artistic bronze, silver, or golden plaque that praised 10 or 25-year-long collaborations. Remco: “The award suited us for a long time, but a while back we decided we wanted to create something more modern. Something that suits our sustainable vision.” 

An inspiring brief

Remco turned to Altavia Unite with an inspiring assignment. The brief? Come up with a new Jubilea Award that celebrates our partnerships in a sustainable and aesthetically pleasing way. Altavia’s senior creative Jonas van Praag took the lead in creating the brand-new award. His immediate thought was to use a 100% sustainable material called Smile Plastic, a circular material already known to BMW.

Jonas: “For BMW’s campaign ‘For The Oceans’ we used a very thick, sustainable material called Ocean, developed by Smile Plastics. Buyers of a new BMW i3 received a certificate printed on this durable material to showcase their sustainable purchase. We still had some leftovers of this recycled plastic, and we wanted to work as sustainably as possible. So, we decided to think material-first.”

Creative outcomes

The team brainstormed on creating a Jubilea Award that could be produced with the available material. Quickly, they came up with a creative approach. Their idea? A strong, visually pleasing award completely built from the most beautiful circular plastic in the world. 100% recycled, 100% recyclable, and produced on demand. A zero waste approach to corporate gifting. 

Jonas: “What inspired me most, was the material’s color. Ocean by Smile Plastic is a translucent blue, something that reminded me of the blue within the BMW logo. So, we devised a design incorporating the BMW logo and colors. The award’s shape refers to the rim of the BMW iX3 – one of BMW’s most sustainable vehicles.”

“The personalized video is the cherry on top of our new Jubilea Award. The award itself is a beautiful piece of art, but the video is what makes it so intimate. The fact that our CEO takes the time to record a video and express his gratitude, really shows how close we are with our partners.”

Sustainability is key

Why was sustainability such an essential aspect of BMW’s briefing? Remco: “Sustainability has been a pillar within the BMW Group for generations. We have been applying the most durable materials in our production process for a long time now, and we regard it as our objective and duty to take responsibility regarding sustainability. This means we set benchmarks for our production process but also carry out our vision in every other decision we make, making us the most sustainable car manufacturer in the world. That’s why we wanted to create a sustainable Jubilea Award.”

A personal touch

Aside from a statement piece to showcase the yearlong partnerships, every award has a unique QR code on the back. By scanning the code, the receiver gains access to a personalized video in which CEO Anne Brons celebrates the collaboration and specific achievements in a personal manner. 

Dealerships in the Netherlands that have already received the new award say they are moved by the personalized message. Remco: “The personalized video is the cherry on top of our new Jubilea Award. The award itself is a beautiful piece of art, but the video is what makes it so intimate. The fact that our CEO takes the time to record a video and express his gratitude, really shows how close we are with our partners.” 

Jonas: “I agree. What stands out is the personal layer of this award. I am also proud that we have been able to combine all these different elements into one object. The personal touch, the sustainability, the premium look and feel that BMW requires, and the futuristic vision of the brand. As a result, the Jubilea Award truly is a statement piece. It’s one of a kind!”

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