Ever heard of the Hofmeister Kink? No, it’s not a band. Or a hair product. And it’s nothing that will return any NSFW websites when you Google it. The truth is, if you’re not a BMW lover, or at least a car enthusiast, you’ve probably never heard of the Hofmeister Kink. The term refers to the unique angular shape of each BMW’s side back windows. Named for its creator, Wilhelm Hofmeister, who led the BMW design team in the 1950s, ‘60s, and ‘70s, it’s something that’s been a design feature on nearly every BMW model since 1962.
In a unique celebration of both the Bavarian carmaker and the 60th anniversary of the Hofmeister Kink’s now legendary design, Performance Art, BMW’s CRM agency of record, recently launched a new campaign being driven by the power of artificial intelligence. You may not have heard of the Hofmeister Kink until today, but thanks to AI, we now know there’s a better than even chance you’ve driven it.
AI in service of creativity.
Over the past decade, much has been made about the role AI will play in the creation of advertising. While the industry’s not quite ready to turn copywriting, art direction, and design completely over to the computers, BMW’s new campaign is a fantastic example of how AI can be used to find fascinating insights and information agencies can use to create engaging and unexpected work.