The X5 is a beast of a car that can handle any terrain.
So when we launched at the LA Auto Show it was unlike any other vehicle.
From the factory in South Carolina, we drove the car in completely a straight line across America, putting its capabilities to the test. The journey built our campaign, and on arrival, BMW’s CEO drove the dirty car straight into the show.
Cannes Lions, Shortlist, Film, Screens & Events
Cannes Lions, Shortlist, Brand Experience & Activation
The One Show, Bronze, Experiential & Immersive
The One Show, Merit, Film
The One Show, Merit, Branded Entertainment
Webby Award Runner-Up, Branded Content
Adage Top 5 Most Creative Brand Ideas (December 2018)
Creative Director: Rich Silverstein, Roger Baran
Director: Jonny Mass
Production Company: M ss ng Pieces