Digital

WHEN 26 SPOTS TELL 26 STORIES

What’s so special about the sound of a door slamming? Well, if it involves a specific brand it makes all the difference, and Atelier Impresa loves such details. And these details were the highlights of a project that brought together the BMW brand and the “Geração 80” podcast hosted by Francisco Pedro Balsemão, and which also involved the agency Dentsu.

Over the course of 26 weeks, Atelier Impresa wrote 26 different spots designed around each of the guests. Moreover, these spots were also produced in-house at the SIC PPA (audio post-production) department. Featuring a (very) good sense of humour, this content was inspired by the guests on each programme and promoted the German brand through clever connections not only to these personalities, but often to the imagery of the 1980s as well.

Due to it being an audio project, the creative team also decided to include different types of sounds to enhance the end result, implementing them into the “stories”. Recorded specifically for this project, a little bit of everything was heard – parking sensors, the noise of BMW electric engines, an M2 accelerating along the Estoril Race Track and even the opening and closing of doors of specific models of the brand.

To sum up, 26 advertising messages that, over the course of six months, and through tailored storytelling, helped, with their own unique dynamics, to make each episode truly… unique.

Have you heard it? Listen to five of the 26 spots and watch the “making of” here👇🏻

THE BMW DOG [EPISODE WITH ANDRÉ SANTOS]