BMW asks "What to do with your left shoe." Why? Easy-- they were creating awareness that they now offer free automatic transmission on every new BMW. Research showed their urban demographic was buying the less expensive manual stick shift version.
So in other to spread the word, Leftover Art was born. They tapped Dutch designer duo Annebel & Esther, to repurpose some old left shoes and make them into something new. The birdhouse was a particularly fun idea, but there was also a fan that turned itself on when the room was getting too hot a lamp, planter and more The designers are based in Rotterdam and just graduated from the Willem de-Kooning Academy.
Neat idea but without the accompanying press release explaining the purpose I wouldn't have known it was for BMW or why BMW was even doing it. I wonder if they had an exhibit/ Always feels like when it comes to things like art, making it experiential is a nice touch.
Advertised brand: BMW Netherlands
Advert title: Leftover Art
Media: Content, Film
Advertising Agency: Fel, Amsterdam, The Netherlands
Agency website: http://fel.nl
Creative Director: Ferry Bol
Art Director: Babo Schokker
Copywriter: Tim Timmermans
Account director: Alwin Houthoff
Artists: Annebel de Kok & Esther van Brakel
Production company: Linh Kruger