The idea of the campaign is quite pure. M cars are polarising – BMW M is non-conformist, unconventional and always has its own style. For some people this may seem ‘irrational’, but it is precisely this passion that makes the BMW M brand so inimitable and unique to its fans. The campaign will initially get underway with a series of online films. From a father teasing his son, a likeable wedding guest running a little late or a BMW M4 GTS with a built-in roll cage that makes it less than ideal for a mother-in-law’s taxi-ride, the films provide a playful insight into the character of BMW M. With our BMW-M.com online communications, we are showing how creative storytelling with humorous content can attract people from social networks.
Executive Creative Director:Max Lederer
Creative Directors:Benjamin Bruno, Christian Klein
Art Director:Leon Becker-Detert
Account Director:Jan Anderssen
Project Managers:Annika Glander, Niels Boese