BMW - LEFTOVER ART
Leftover Art is a sustainable design project that gives new life to automatic driver’s left shoes. Inspired by BMW the Netherlands latest campaign, which offers a free automatic transmission on every new BMW.
Partnering up with two upcoming Dutch designers Annebel & Esther, they
created a one-of-a-kind Collection based on residual left shoes. The duo hopes it will inspire all automatic drivers.
Annebel and Esther had no restrictions. They just had to answer one question: What to do with the left shoe? In the end the duo gave five left shoes a new purpose and called it Leftover Art. All the products had an automatic feature. Like the leftover lamp that turned itself on and off, the leftover bottle holder that automatically refilled your glass and the leftover fan that turned itself on when the room was getting too hot.
The upcoming designers Annebel de Kok (23) and Esther van Brakel (23) are two Rotterdam based fashion designers who just graduated from the Willem de Kooning Academy.
Their Facebook-Collection was their first big breakthrough. It combined the of and online world by using peoples boldest Facebook posts for a personal t-shirt, sweater or trouser. Showing that the things you say online aren’t always the things you’d say in person. Annebel & Esther are shining in ‘Lichting 2017’, a fashion show at the Amsterdam FashionWeek that showcases talented new blood.
Cars, iconic personalities and technical innovation give BMW a rich identity as a brand. A couple of weeks ago BMW the Netherlands started a new promotion that offered a free automatic transmission on every new BMW. A campaign that was visualised with a worn down right shoe sole and a brand new left shoe sole. After all, thanks to the Steptronic automatic transmission your right foot does all the work. In order to prevent left shoe 'surplus', BMW went looking for a suitable solution.
Artists: Annebel de Kok & Esther van Brakel
Creative Director: Ferry Bol
Art Director: Babo Schokker
Copywriter: Tim Timmermans
Account manager / Producer: Alwin Houthoff
Production Company: Linh Kruger