BMW
I’ve been obsessed with fast German cars for as long as I can remember. When I got the chance to reimagine the BMW brand and launch some of their most iconic cars I pretty much fist pumped for three years straight.
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.
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