BMW Motorrad x Pure&Crafted

A music festival to build a cultural connection .

Client: BMW Motorrad 

Agency: Gemeinsame Sache GmbH(2015-2018), Dreinull GmbH(2019)

Project: Pure & Crafted Festival

Year: 2015 - now

To raise the awareness for the new heritage product category of BMW motorcycles they looked for a cultural activation platform to attract potential new customers. By bringing together the fields of music, bar culture and street food, heritage fashion and related art grounds in a festival format we attracted 8.000 visitors in Berlin in the first year and developed a continuous content output for social and digital driven reach. In 2019 the festival moved to Amsterdam but will come back to Berlin 2021.