• Camilla Weston
Positioning the BMWi3 as the game-changing and essential vehicle for the intelligent, stylish driver.
Sep – Dec 2015
Once in a while, a game-changing idea emerges from a radical thinker that breaks all moulds and revolutionizes our world: Apple did it with the iPhone, Facebook changes the way we connect with friends, and BMWi3 will completely change our approach to town driving.
Esquire was tasked with positioning the BMWi3 as a bold, game changing car for the intelligent city-driver. We delivered a campaign that reveled in the big thinkers of the world, the adventurers, the innovators and the explorers, positioning the BMWi3 as THE the tool for the discerning, tech-savy, city-going individual who dares to be different.