In the Japanese market, news footage depicting reckless driving had become widespread, cementing an image that undermined the dignity of BMW owners. Meanwhile, in the global market, anticipating the electric vehicle era, BMW urgently needed to build a sustainable image. We created communications that transformed the company's sporty image and communicated its stance as a sustainable enterprise.
Despite the challenging environment during the COVID-19 pandemic, the efforts of the domestic location staff paid off, enabling us to shoot with a diverse range of cast and locations. The campaign received high praise not only from the domestic client but also from the client's headquarters.
