Bulletproof BMW brochure wins iF design award

What is the point, you may well be wondering…? Well, it’s a rather clever marketing strategy to promote the brand’s armoured cars. Working on the idea that ‘the medium is the message’, designers from advertising agency Serviceplan came up with the idea to create a brochure that could be transformed into an emergency bulletproof vest. One that, if you can believe this video, actually stops a 9mm pistol round from just five metres away.

Originally developed in 2018, this innovative brochure aims to demonstrate the high safety standard of BMW’s armoured civil security vehicles. Complete with the bullet proof cover and seatbelt style straps, it’s an excellent representation of the manufacturer’s indestructible products. 

So excellent, in fact, that it has recently been awarded an iF Design Award in the communication discipline…

The civil security vehicle market is a large one, with diplomats, dignitaries, celebrities and politicians all opting for heavily armoured transport solutions. BMW offers style and security with its bespoke adaptations of its consumer range, designed to blend into traffic while also protecting from the gravest of threats. 

One such example is the new BMW X5 Protection VR6, which features overlapping armour in sensitive areas, ‘Post-Blast-Protection’ windows, a Self-Sealing Fuel Tank that reseals after damage, and Underbody Armouring. 

Watch it in action here…