Content360 2023
CNN and BMW partner for “The Art of Leadership” film series

CNN and BMW partner for “The Art of Leadership” film series

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BMW and CNN International have partnered to produce a series of short branded films exploring “The Art of Leadership” focusing on the personal stories that drive exceptional individuals in their field.

The brand films are being produced by CNNIC’s in-house studio Create for global distribution on a mix of CNN International’s platforms across TV, digital, and social, its Great Big Story channels, and on BMW’s central brand website. 

“BMW has a long and diverse history of projects that provide platforms and stages for creative minds and bold new voices - be it in design, art, sports or engineering. We see it as one of our missions - and have always done so, to enable and nurture transformation. These stories are the result of a perfect match between two entities which share the same values and goals. We are absolutely delighted that CNN and BMW work together to create these unique pieces about exceptional people, who are rethinking and redefining leadership. As we are always striving for excellence, we strongly believe this partnership is a milestone for both of us,” said Jens Thiemer, senior vice president of customer and brand at BMW.

CNN kicked off a six-part branded content series on Thursday by launching the first brand film. Set against the backdrop of one of their concerts in Norway, the first film presents Belgian electronic music producers, Dimitri Vegas & Like Mike, recalling their rise. 

Later this year in May, Great Big Story will launch a sponsored editorial series comprising five micro-documentaries that will spotlight inspiring people who created a social impact leading by example. The first film in that batch will examine the double life of AI engineer and hip hop artist Brandon Tory. Each of these films will run across Great Big Story’s platforms and social accounts, with WarnerMedia’s Launchpad technology being used to reach defined audiences across social media platforms.

“All the best partnerships are based on common values, and I am delighted that this is the case with this exciting new project with BMW,” said Cathy Ibal, senior vice president, EMEA, CNN International Commercial. “As leaders in our respective fields, we honour and value those talents and characters that are portrayed in the films as they change our society for the better. Powerful, emotional storytelling from Create and Great Big Story will have a prominent stage as we distribute these films in smart ways across all platforms to reach a truly global audience that values leadership and the stories behind it.”

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