The greatest ad BMW never made

We spend a large part of our lives connecting with our favourite brands. They’re a part of defining who we are. I’ve also spend a large part of my own life developing ways to create a connection between brands and consumers. However, this film says more about that connection than any advert I care to remember. It’s probably the most effective piece of communication never written.

- Martin Homent, Creative Director of The Lounge Group
@mhoment



Description of the slideshow by its creator, YouTube user 42bill:

This is a photo story of my father's 1958 BMW R50:

Boy meets girl, gets married, buys motorcycle. Rides it for 60,000 miles and has accident when wife is pregnant with 3rd child. (me) Wife orders motorcycle to be taken off road until all her children are grown and on their own. One day when bike is moved to a different storage location, son sits on bike and dreams of being a Jedi Master like his father. Couple grows old together and bike is not ridden for 40 years. Husband is now a grandfather of 7 and married for 50 years, when he dies of a stroke at age 71.

Son looks over the old rotting machine and finds note attached to it from his father to him. Son decides to restore the old 1958 BMW R-50 as a tribute to his father. With the help of many friends, especially Peter Nettesheim, world renowned BMW collector, bike is restored to look even better than it did when it was built in Germany.

Nokia's ice touchscreen

Martin Homent, The Lounge Group's Creative Director comments:

Six years ago at a D&AD lecture, I was told that my entire world would fit in my pocket. My photos, videos, friends, diary, entertainment, music and games. And not just that. It would all be
on one device.

Six years on it seems to be something we take for granted. But at the time, this was the vision of Frank Nuovo, the Chief Designer at Nokia. He referred to it as the 'digital pocket'.

It's easy to forget just how pioneering Nokia are when the handheld market today is seemingly dominated by Apple and Blackberry. But it's this kind of thinking that has set Nokia apart from the competition and given them numerous 'firsts' in the world of technology. (I was lucky enough to see a museum full of them at their headquarters in Finland - a gadget geek's dream).

Film's a driving force - 3D projection mapping for the Toyota Auris Hybrid

The Lounge's creative director, Martin Homent appeared in The Metro this week (Tues 9th Nov) in the D&AD article 'Film's a driving force'.

Martin comments on 'Get your energy back', 3D projection mapping by Glue Isobar for the Toyota Auris Hybrid.