BMW has partnered with National Parks UK to unveil a campaign showcasing a lasting impact of local initiatives alongside improving EV charging infrastructure.
Coming as the second phase of its partnership with National Parks, the German car manufacturer’s campaign was created in collaboration with Media Monks as part of The Marcom Engine (TME).
‘The Recharge in Nature Project’ highlights its name-sake fund through a suite of films, created to highlight two key initiatives in Dartmoor and Eryri.
Showcased across social, web, video on demand, retail and CRM, the campaign is also supported by influencer activity.
Filmed by BAFTA-nominated production company, Vision 3, Eryri focuses on the Glutinous Snail, and how it is now only found in Llyn Tegid, while in Dartmoor the spotlight is on a wellbeing initiative.
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‘The Community Engagement Programme’ tells the story of a young girl having fun on a ‘Minibeast Hunt’, as the film explains how the programme gives local kids in Dartmoor a chance to fall in love with nature.
“It’s been incredible to tell the stories of the people within each National Park, working with the local communities to show the snowball effect of small initiatives and the impact that they have on the areas,” said BMW UK Media Monks creative director Tash Rosehill.
“It was a joy to be able to capture these beautiful environments with this amazing crew, and interview the passionate Rangers in each National Park.”
The latest sustainability campaigns follow climate activist group Brandalism hacking several out-of-home (OOH) ads across Europe earlier this year, taking aim at Toyota and BMW ‘greenwashing’ campaigns.
