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Journee's BMW I Vision DEE Wins The Experiential Category at LE BOOK Awards 2024

Journee's BMW I Vision DEE wins top honor in Experiential category at LE BOOK Awards 2024.

9 July 24
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Journee is thrilled to announce that our BMW I Vision DEE project has been awarded the "Winner in Category Experiential" at the LE BOOK Awards 2024, received at LE BOOK CONNECTIONS Berlin.

The Award-Winning Project: BMW I Vision DEE

The Fountain of E-Ink BMW I VISION DEE by Journee
Mission Assignment BMW I VISION DEE by Journee

In collaboration with BMW and led by Journee's Creative Director Ivan Flugelman and Director of Production Nicky van Naarden, we created two parallel experiences to showcase the reveal of the new I Vision DEE concept car at CES 2023. On-site, we presented an AR experience to demonstrate the car's Mixed Reality feature exclusively for CES visitors. For a wider audience, we developed a virtual immersive experience on the BMW Joytopia platform.

For the AR driving experience, we partnered with NSYNK and Usaneers, crafting a journey along the main attractions of Las Vegas, seamlessly integrated with the Dee concept car on location. The scenic journey featured fantastical elements designed to spark more joy and surprise during the driving experience. For campaign management we partnered with Jung von Matt.

In the virtual Joytopia game "A Quest To Dee," audiences embarked on a mission to find Dee, guided by Arnold Schwarzenegger. This allowed people anywhere to learn about and experience the visionary car and its innovative features, setting a new benchmark for driving pleasure.

BMW I VISION DEE Immersive experience by Journee
BMW I VISION DEE Cockpit Headup Display by Journee


Since 2005, CONNECTIONS has been the leading platform for best-in-class creative services, bringing together top talent from agencies, film and post-production, VR/AR, social media, event producers, and more. Being the winner at this award is truly a testament to Journee's creative power.

Journee at LE BOOK CONNECTIONS Berlin 2024
Sphere of Winds - BMW I VISION DEE Immersive virtual experience by Journee

Reflections on the Win

The LE BOOK event has been a great source of inspiration and creativity. It's been a true joy to showcase some of the beautiful work from Journee and to connect with the many talented and creative minds at a well-curated event. Bravo, LE BOOK!

"For me, LE BOOK represents beauty. But after spending time with the judges in Berlin, it became clear that creativity, crafting experiences, and new ways of imagining aesthetics are just as important. It was a great occasion to meet peers old and new. To be recognized and awarded for our beautiful work with Macy’s and BMW was a juicy cherry on top." 

- Jeremy Hofmeister Mac Lynn - Executive Creative Director at Journee

Published on 9 July 24
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