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.”
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.”