BMW 7 series' ‘Forwardism’ campaign by Serviceplan Middle East signals new era of automotive excellence
Posted on 2023 Jan,25  | By ArabAd's staff

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‘Forwardism comes home’ is the new BMW 7 Series’ campaign created by Serviceplan Middle East

In this beautifully crafted film, we see unique metal birds connecting the aluminum sustainably sourced in the region, all the way to the development of the new BMW 7, following them on a journey through some of the most iconic landscapes in the Middle East.

It is worth mentioning that in 2022, automotive giant BMW Group has forged a global partnership with Emirates Global Aluminium (EGA), the UAE’s largest industrial company outside the oil and gas sector, to be the first customer for its new CelestiAL aluminium. The first of its kind, this aluminium is locally produced using solar power generated at the Mohammed Bin Rashid Al Maktoum Solar Park. 

The ‘Forwardism’ film premiered during December 2022 at private screenings across the Middle East, attended by BMW’s VIP clientele and key stakeholders.

The ad spot was directed by William Armstrong at Boomtown Productions.  



Serviceplan Middle East worked closely with BMW during a 6-month period to bring the creative idea for the ‘Forwardism’ campaign to life.

Serviceplan Middle East Creative Director André Couto commented: "It's not every day that we have the chance to create a film that breaks the conventional imagery of automotive ads. Instead of talking about horsepower, engines and driving technologies, we chose to highlight the genesis of the car and its materials - it’s a matter of great prestige that BMW Group uses aluminium that is sourced here in the Middle East and produced using solar power. It was this historic partnership that inspired us to create this film and tell this story.”

In an electrified vehicle, CO2 emissions from the use phase are much lower, but producing battery cells or aluminium is extremely energy-intensive. The BMW Group not only wants to stop this trend, but also reverse it – and even lower CO2 emissions per vehicle by 20% from 2019 levels.

BMW Group are targeting a 5% reduction in global CO2 use-phase emissions by 2030 and 40% reduction in CO2 emissions during the entire life cycle of a vehicle.

Aluminum is lightweight, strong and infinitely recyclable, and that is why it has an important role to play in developing a more sustainable society and making modern life possible. One key example of this is by improving the efficiency of vehicles through reducing their weight. But it also matters how sustainably aluminum is made. Solar aluminum is a step forward — it uses a natural and abundant source of energy in the desert environment to make a metal that is vital to our planet’s future.

Therefore, rethinking how they source and use energy is crucial to achieve such ambitious targets.

This milestone move is expected to reduce BMW Group’s carbon dioxide emissions by approximately 2.5 million tonnes over a 10-year period.

And 'Forwadism' speaks volume about all the efforts the automotive group is doing in that direction, with a campaign that signals a new era of automotive excellence for a more environmentally-aware future. 




AGENCY: Serviceplan Middle East

Manager Partners: Rami Hmadeh; Natalie Shardan; Azhar Siddiqui

Head of Strategy: Frances Valerie Bonifacio

Worldwide Executive Creative Director: Jason Romeyko

Chief Creative Office: Akhilesh Bagri

Creative Directors: André Couto; Saleh Elghatit; Natalie Shardan

Art Directors: Yasir Ali Baloshi; Kenneth Barnes; Kunal Gagwani

Copywriters: Aashna Gopalkrishnan;  Zein Sadedin; Karim Mroueh

Business Director: Karim Mroueh

Account Manager: Saed Shaka

Account Executive: Tania Zebian
International Communications Officer, Serviceplan Group: Lee Sharrock



Head of Marketing: Ali Kherallah
Marketing Communications Manager: Mariam Al Rousan



Production Company: Boomtown Productions

Executive Producer: Shane Martin

Producer: Pratixa Shah

Director: William Armstrong

DOP: Deo Van Zyl

Post Producer: Mannu Singh

Editor: Neda Ahmed

VFX: Eighty4 Barcelona

VFX Supervisor: Nicolas Martinez

VFX EP: Olaia Casal

VFX Producer: Viviana Nino

Colorist: Marc Insa (Eighty4)

Music: Anders Vesterdahl (10db Denmark)

Sound Design: Niko Henttonen (ElCamino Helsinki)

Production Coordinator: Haider El Saabi

Production Coordinator: Karim Hamade

Production Coordinator: Kim Mantua

Production Assistant: Xerxes Cloud Leisher

1st AD: George Cassab

1st AC: Srinivas Kusuma

2nd AC Main Cam: Nasar Abdul Kader

Qatar Line Production: Resolution Films

KSA Line Production: LetterGray, Riyadh

DIT: Asker Afaunov

Aerial Coordinator: Hatim Saleh

Art Director: Preet Kalra

Wardrobe Stylist: Kamal Farjallah

Hair & MakeUp: Kat Allen

Location Manager: Matteo Granziol

Unit Manager: Gayan Gurusinghe