Top Spot of the Week: BMB, Electric Theatre Collective Create "Free City" For FREENOW


Robert Goldrich
Thursday, Mar. 16, 2023


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FREENOW, Europe’s Mobility Super app, is being relaunched with a complete brand redesign in a through-the-line pan-European campaign, both developed by BMB. This is the first brand work by the creative agency to appear since winning the business in March last year.

FREENOW provides multi-mobility services in a single app including taxis, private hire vehicles, car sharing, public transport services, e-mopeds, e-bikes and e-scooters.

BMB has created a new creative platform, called "Feel FREENOW" to support this positioning. Tapping into the insight that go-getting cityholics want to experience all the exciting moments and connections that the city has to offer, without having to waste time thinking about how to get there.

This hero film, “Free City” (the :60 U.K. version) brings the idea to life. As FREENOW is available in many cities across Europe, BMB opted to set the film in its own world--a spectacular spinning zoetrope model, packed with vibrant, abstract representations of urban life that are instantly relatable, regardless of where the viewer comes from.

“Free City” depicts a world where the inhabitants are stuck in a repetitive loop. The focus of the narrative is on our heroine, a woman who is roused from her loop by a notification on her phone, before going on a journey across the city, taking in all that it has to offer using a variety of FREENOW modes of transport.

Directed by Dean Robinson, the “Free City” film concludes with the brand endline and an endframe detailing the transport modes available in each country, alongside a simple articulation of FREENOW’s service: “Feel FREENOW. One app – more ways to travel.”

The Electric Theatre Collective worked with BMB on the film. The zoetrope, which first appeared in 1934, has been used variously in film, experiential installations and music videos--but the FREENOW film is the first advertisement using the animation technique created entirely in CGI. With a stop-motion animation aesthetic, 3D body scans of actors cast for the film are the digital characters featured in the film’s world. 
The campaign first hit in Ireland this past week, slated to make its U.K. debut in  April on ITV and Channel 4. The campaign will roll out through other European markets including Germany, Spain, Italy, Poland and Greece in the following months--with local teams adapting the assets to suit their local market offering.


Client FREENOW Agency BMB, London Matt Lever, chief creative officer; Will Marsden, Jordan Down, creative directors; Jack Snell, Joe Lovett, creators; David Bain, chief strategy officer; Ted Smith, head of design; Sam Peele, designer; Sofi Andersson, Elena Frischknecht, creative producers; Pete Thornton, Clancie Brennan, TV producer. Production Electric Studios Dean Robinson, film director; Alasdair Patrick, production producer; Tasha Beddoe, production coordinator. VFX/Post Electric Theatre Collective Connor Coolbear, colorist; David Filipe, Fabrice Fireni, Tobin Brett, VFX supervisors; Jack Powell, Will Medcalf, Matteo La Motta, Scott Ryan, Nikolai Maderthoner, VFX leads; Adrian Teoh, Alberto Pizzocchero, Alex Snookes, Amy Smith, Arthur Ranson, Aurelien Ronceray-Peslin, Bibin Panackal, Charlie Humphrey, Christian Block, Constantin Von Zitzewitz, David Filipe, Elliott Holland-Crouch, Florian Mounie, Fred Austin, George Gough, Gererd Murphy, Gianluca Fratellini, Han Park, Hendrik Freuer, Iain Murray, Jack Powell, Jochem Aarts, Joseph Allerton, Joseph Dowling, Ogi Vukovic, Oliver Metz, Patrick Krafft, Rich Roberts, Robert Reinsched, Rodrigo Torres, Sarah Crux, Tom Harrison, Ulysses Popple, Yousef Grierson, Ysabel King, Zach Pindolia, VFX artists. Media The7Stars (UK)

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