While at GSD&M we won the BMW account and had the opportunity to reimagine BMW from the ground up with a new brand campaign and a stack of model launches. Being a car guy this was as good as it gets.
The BMW Performance Driving School is like no place on earth. To shine a light on this rare asset BMW was underutilizing, we launched an unbranded integrated campaign focusing on the simple truth that whoever taught you to drive was probably grossly unqualified to do so. All executions led people to a microsite (RelearnToDrive.com) where users experienced for themselves deplorable driving lessons through POV videos and a chance to undo the damage with an introduction to the driving school.