BYD
BYD, a wildly successful OEM in China, remained relatively unknown in Germany until recently. In support of their market entry, we leaned into their underdog status, to break with some industry conventions. Rather than focusing solely on the vehicles, we built a campaign around lifestyle-inspired photography that placed people at the center. The cars appeared as understated enablers – quietly cool, confidently present, leaving the spectator curious to find out more.
Service
Campaign
Concept
Industry
Automobile
NOW - LET'S TURN OFF THE LIGHTS
Parallel to the main campaign, a separate visual direction was developed for the launch of BYD’s first exclusive stores in Germany. For this we drew from the peculiarly cheesy but undeniably cinematic brand promise: Build your dreams. Colored lights with high contrast create dreamy and bespoke environments that stage the car models in interesting ways. While the style was applied for some activation measures, it was ultimately not pursued further for the store design.
