BMW

7 Series

The new 7 Series is the embodiment of BMW’s vision of luxury. The campaign celebrates the car’s state-of-the-art design and technology. This is ‘the most innovative car in its class’: luxury, turbo-charged with innovation.

The Insight

Celebrate BMW’s worldview that “the best way to predict the future, is to create it”.

The Idea

Luxury, by its definition, is an item or pleasure (comfort, control, status) that’s expensive and rarely obtained. To maintain that status, luxury should never stand still; otherwise today’s luxury will be tomorrow’s commodity. BMW 7 Series out-innovates the category’s status quo, and by doing so, is driving luxury forward.

Innovation Films

The seven social films focus on individual innovations, illuminating the pleasure that each yields as it provides turbo-charged luxury. Developed in partnership with Apple, our iAD allowed users to play with some of the 7 Series' key innovations through a simulated, interactive experience.

OOH

Strikingly bold, our OOH work illuminates that true luxury is greater than something skin deep.

TVC

The 60 second TVC established BMW’s progressive view of luxury with the message that ‘the best way to predict the future is to create it’, identifying key innovations that elevate it above the status quo.

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gestures recognised through the 3D sensor.

The Results

45,000 incremental visits to BMW showrooms.