BMW means grandeur and the brand knows how to make a big splash and catch eyeballs. To launch its latest model Z4 Roadster BMW has planned a multifaceted grand campaign. “Expression of Joy” campaign will include video spot showing creation of a painting, 30 min documentary film, first time expandable video on MSN.com home page, bill board campaigns, video banners on news channels and lot more.

The most creative and spectacular part of the campaign is Z4 Roadster itself spraying paint with paint jets and creating a football-field-size painting! BMW has roped in contemporary artist Robin Rhode and filmmaker Jake Scott for this most artistic campaign. The creation of the painting and the campaign itself will be filmed and the resulting documentary will be screened on Discovery HD from 10th May onwards. MSN.com users will see the painting in full screen mode using ‘expandable video’ format which will be used for the first time on the site.

BMW has collaborated with contemporary artists in the past but this time they just wanted to display artistry of their new car through art. The brilliant painting will surely reveal artistic and elegant movements of the car!

Via Adweek