The Leading Bird

BMW uses its app to help migrating birds.

BMW Connected is an app that never lets drivers get lost or be late. We thought a road wouldn't be enough to demonstrate these benefits properly, so we decided to use it to help a migrating flock.  

Awards: Creativity International Awards / Silver.

Since birds often lose direction during seasonal migration, we’ll help a select flock by creating a robotic lead bird.

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The robot, powered by BMW Connected, will ensure the fastest and safest route. The built-in dash camera will allow every BMW Connected user join and follow the journey by turning the app on.

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Art director: Myeongseok Cheon.