Design Direction
OOH / Print
Digital / AR
BMW was once thought of as your dad's car, for the corporate suits, and stuck in a bygone era. But BMW was out to prove that the next generation of car owners were anything but.
The BUSINESS OF/ campaign sought to dispel the idea that you had to wear an outdated suit and tie to be able to park your BMW at your office's parking lot by connecting a younger audience with the passions and cultural insights that spoke to them most. Crossovers between WIRED and the Wall Street Journal were formed and the worlds of food, sports, and business came crashing together to prove that BMW was connected to your definition of success.
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