The BMW Art of Energy

BMW China gives every runner in the Shanghai marathon a personalized art piece by using their individual running data to celebrate their achievement, encouraging them to “LET THE WORLD SEE OUR ENERGY.” In China, BMW is not only one of the most beloved car companies but also has profound history with running. Thanks to BMW, if you run the Shanghai marathon this year you will get a personalized 3D art piece after finishing the race. Partnering with China’s most popular running apps such as CoDoon, JoyRun and Rejoice, BMW dove deep into runners data regarding speed, pace, distance and total calories burned. Then in collaboration with world class visual data artist Joshua Davis, BMW visualized their running data in a beautiful 3D way with codes, colors and shapes. For example cylindrical shapes represent the runner’s pace - the taller the cylinders the faster your pace. Color represents speed: red is slow, blue is medium and green is fast. By interacting and rotating their personalized art, runners can discover even more data from different angles. Digital advertisement created by Wieden + Kennedy, China for BMW, within the category: Automotive.