Peter HAUG

What was your very first job? 

Harvesting tomatoes. I got fired after a few days, but made just enough money to buy me a Sony Walkman.

Please describe, in your own words, what your job is and what work it entails. 

I am responsible BMW's heads Brand & Communications, Product & Service Design, CRM and Online Marketing. We make Driving Pleasure meaningful for people in all phases of their journey before becoming a customer and beyond.

How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? What was there train of events that brought you to where you are today? 

Esthetics and design of all the stuff we use and make make all the difference when it comes to mood and atmosphere.  I realized that early on and I have always had an extra eye for what can be seen and without thinking I took those extra moments to register the visual and physical side of things, but I am equally passionate about language and a good old long copy can make me very happy.

In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant? 

Technology increasingly changes the way we inform ourselves, the way we shop, the way we think about mobility. This innovation alone is the very inspiration continuously change and improve our service design towards the market. I could not think of a better inspiration than that.

If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be? 

We translated the most hard-core, cold piece of technology – an automated gearbox, into the very essence of BMW: driving pleasure. We made that visual by placing this metal/aluminum piece of tech on scale in a kids toys box, using the Matchbox brand. Our target audience surely will have had tens of these cars as a kid. It made a beautiful, non-standard campaign, which touched hearts with our brand essence and it sold very well.