Here at Sand in Your Eye, we love to convey powerful messages in a beautiful way that won’t impact the earth and sand drawing is one of those ways we do it.
BMW wanted to visually represent the precious time drivers could gain back with the company’s new technology, Proactive Care service and they came to us with an idea to show this.
The design idea was simple yet striking: a huge clock face drawn in the sand and the suggestion that a BMW electric car had drawn part of it with its wheels. The drawn clock was 30-meter in diameter and not created by machine (or is he?) but by our very own talented team member Dave. Armed with a rake and the breathtaking backdrop of the Welsh coastline at Black Rock Sands, Dave meticulously drew out the wanted design for our client.
This wasn’t just a beautiful piece of ephemeral art; it was a clever PR stunt with a clear purpose. BMW’s campaign highlighted a relatable pain point for many drivers: the significant amount of time spent on car maintenance – over 500 hours, to be exact. Their new Proactive Care service, aims to drastically reduce this time, freeing up drivers to focus on what truly matters in their lives. The sand clock, with its implication of time regained, became the perfect visual metaphor.
The image of the giant sand clock, with the subtle suggestion of a BMW electric vehicle having “drawn” its outer ring, became a powerful visual asset for BMW’s campaign. It resonated with the idea of efficiency, innovation, and ultimately, more time for life’s important moments.
This campaign encourages us all to consider how we spend our precious time, which is such a worthwhile thought for all to consider. It really shows how creative thinking and a bit of sand can make an impact.
https://www.derbytelegraph.co.uk/news/uk-world-news/new-service-could-save-motorists-10398152
https://www.walesonline.co.uk/news/uk-news/bmws-proactive-care-aims-save-32196552
https://www.express.co.uk/life-style/cars/2090736/BMW-rolls-out-care-service
