Language of Light

LANGUAGE OF LIGHT: BMW’S HOMAGE TO INTERNATIONAL MOTHER LANGUAGE DAY

A seminal moment in the chronicles of cultural identity expression, the 1950s Language Movement of Bangladesh, stands as a testament to the unparalleled influence of language in shaping a nation's ethos. COdesign Ltd collaborated with BMW Bangladesh in crafting a tribute to the historic Language Movement, aimed at highlighting the significance of linguistic diversity and cultural heritage in commemoration of International Mother Language Day, observed annually on the 21st of February.

The comprehensive approach sought to epitomize the brand values of BMW while maximizing the potential of social media to reach a vast audience. The creative alliance resulted in a stunning design that merged the timeless magnificence of the Shaheed Minar, erected in memory of the Language Movement martyrs, with the modern aesthetics of the new BMW 7 Series, culminating in a breathtaking homage that pays tribute to the monument's profound cultural significance. To evoke the essence of the monument with its array of columns that symbolize the mother with her fallen sons, the content featured the latest i7 model, with its front grill expertly shaped to mirror the contours of the Shaheed Minar when illuminated, creating a stunning illusion and resulting in a breathtaking tribute that pays homage to the historic language movement while honoring BMW's brand ethos.

In a remarkably short time, the content reached an impressive level of organic reach and engagement. In a mere 24-hour span, the social distribution score peaked at an impressive +5.8x, resulting in an extensive 558,215 reach, a staggering 35,898 engagement and over 2,200 shares. The page garnered unprecedented popularity, with the brand registering as "Popular Now". All this was 100% organic with $0 spent on media. The success of the content has reverberated throughout various marketing groups, with industry experts, celebrities and influencers sharing the content and amplifying its reach for its aesthetic allure and cultural significance. By showcasing an innovative approach to content design, the content captured the audience's hearts and minds, elevating cultural narratives and fostering a deeper understanding of linguistic diversity.