kbs+ creates holiday spot using employees home video footage
Homeward Bound. Home Sweet Home. There’s no place like home. There’s no road like the road home. For the first time, BMW is sponsoring the road home with a new ad that takes viewers on the journey home for the holidays.
BMW unveiled a very special digital film tribute to “The Road Home” that was presented as a unique gift to the brand from its agency Kirshenbaum Bond Senecal + Partners (kbs+). Sourced entirely from video that kbs+ employees filmed on iPhones and personal cameras during their recent Thanksgiving travels, the ad weaves together the agency employees’ videos as a compelling mosaic shot through the eyes of a traveler on the journey home.
What started as an idea from a junior creative team, quickly gained momentum within the agency’s creative department and lead to the whole agency gathering together for a common assignment: record the trip home for Thanksgiving. More than 50 kbs+ employees filmed moments from their individual trips on iPhones, Android devices, BlackBerrys and personal cameras. kbs+ then edited together a story, set it to an original score and presented it to BMW – as a gift from the agency.
Recognizing immediately the universal message and human connection of the piece, BMW quickly got behind the idea of releasing the short film. Launching today in full on the web, BMW also plans to adjust its prime holiday TV buys to air a 60-second version of the spot nationally in the coming weeks.
I would be happy to put you in touch with the team behind this initiative if you are interested in hearing more. (Full creative credits are below, and screenshots are also available.)