Recently, BMW Netherlands announced that their new vehicles will be equipped with an automatic transmission by default. This means that if you’ll drive one of its latest luxury cars, you will only have to use your right foot. And the left one stays idle…
The carmaker’s intentions to provide a more relaxing and comfortable driving style for all drivers, and also to fill a gap created by the absence of the left foot’s usage, made the company go great lengths in search of creativity. The brand’s attention was caught by two designers, Annebel de Kok and Esther van Brakel, who found the best way to promote BMW’s new offer.
Together, the female creatives decided to increase the life expectancy of the scuffed left shoes by giving them a chance to serve another purpose, totally different to the one they were originally intended for.
By implementing a sustainable design project that wears an eco-friendly signature, the artists developed a campaign titled “Leftover Art.” The beautiful initiative represents a true ode to BMW’s efficient Steptronic automatic transmission and it showcases one-of-a-kind products inspired by the worn-out soles of the garment that is no longer needed by a ‘bimmer’ driver.
Asked “what can they do with a left shoe,” the 23-year-old artists followed their inner imagination and decorated the clothing items with ingeniousness. Without having to face any restrictions, the fashion designers made their final proposals and revealed five expressive products they had come up with: A Leftover Lamp, a Leftover Bottle Holder, a Leftover Fan, a Leftover Planter, and a Leftover Birdhouse.
Some drivers prefer manual transmission option because it is less expensive. To prove them wrong, BMW is offering it for free, whilst the campaign encourages people to try it and enjoy its real benefits.
Annebel and Esther chose to develop devices that don’t need direct human control. For example, the shoe lamp lights up and shuts down by itself when it detects motion; the bottle holder refills the glass when empty; and the fan turns itself on when the room temperature is too high.
The Rotterdam-based designers said they were left amazed when they found out that the automobile brand wanted to work with them: “We were somewhat surprised when BMW approached us to create something from a left shoe. But this assignment matches with our perception of fashion,” said the artists within the video made by Fel agency.
The designers say they get inspiration from the world they see around. The ladies refuse to keep up with the latest trends and hope to make powerful statements through their own creations. They certainly managed to do so with their Facebook clothing collection, which involved people’s posts shared on social media printed on t-shirts, sweaters, or trousers, only to highlight that our online life doesn’t always reflect who we really are.
CREDITS:
Client: BMW
Artists: Annebel de Kok & Esther van Brakel
Agency: FEL
Creative Director: Ferry Bol
Art Director: Babo Schokker
Copywriter: Tim Timmermans
Account manager / Producer: Alwin Houthoff
Production Company: Linh Kruger