BMW 1 Series
Round 1:
To launch the new BMW 1 Series we first presented a campaign that showcased the car's ability to connect you to your world, both digitally and physically.

The idea: to send the car on an actual 'roadtrip', exploring the continent through facebook connections.

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Round 2:
After a rebrief we shifted the focus to the fact that this new BMW 1 Series was a fully re-engineered car and not just a face-lift. The theme for the campaign:
the '1' changes power
the '1' changes efficiency
etc.
We developed this theme in an art-direction based on visualising 7 key points as 1's.


Microsite:
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iPad feature:
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Preroll ad: