Cannes Lions: The International Festival of Creativity - has been championing creative excellence since 1954 with the goal of providing a global destination and the definitive benchmark for creativity that drives progress. The Radio & Audio Lions celebrate creativity that is wired for sound; work that communicates a brand message through audio excellence, sonic innovation or superior aural storytelling across the airwaves and digital streams.

Mirrored Media is proud to announce that our BMW IconicSounds Electric campaign was shortlisted for two Cannes Lions within the audio creativity category.

BMW IconicSounds Electric started out as a collaboration between the BMW Group and Grammy and Academy Award-winning composer Hans Zimmer with the objective of developing a revolutionary sound design and concepts for the fleet of BMW electric vehicles and ultimately creating the sounds of the future. 

The BMW IconicSounds Electric project is based on a wide-ranging international collaboration, with recordings taken from Zimmer’s studios in Los Angeles and London, BMW’s sound lab in Munich and a host of virtual sessions. “It is an honor to be able to work together with BMW,” says Hans Zimmer. “This is a unique opportunity to not just help design the sound of future electric vehicles, but also have an impact on the soundtrack of tomorrow’s cities.” The composer was clearly delighted to be part of the project, saying: “For the first time since the industrial revolution, we have a unique opportunity to redesign and redefine the sounds of our cities. And we are not restricted in any way by mechanical limits.”