BMW
Advertising Campaign
Problem: BMW hired us to develop an advertising campaign featuring the new Active Hybrid 7. They sought to present a different side of the brand; approachable and environmentally-friendly. The media used was a magazine print, an iPhone application, installations, billboards and a :30 commercial.
Solution: BMW is “The Ultimate Driving Machine,” to men, that is. After researching the brand we found a disconnect between BMW and the women in the Baby Boomer generation born between 1956 and 1964. Thus, we developed a three-phase curtain and mystery campaign to target our new audience. The creative design strategy is the juxtaposition of soft curvaceous ribbons against hard steel machinery of the vehicles. “The Reveal” book features repetitive circular element with the use of black and white against the three characteristic colors of the campaign.
