The key objective was to show the 'relationship' between the car and the driving surface in a real, direct and intense way. Only challenge: Where do we find a driving surface that speaks directly to us (without any photoshop needed)?

The BMW X5 is all about mastering real nature challenges. So in this case, the way to go was to let nature do the type design. It did a good job, we think. We only added the real geographical coordinates to the letters.

The campaign was just launched recently so we cannot make any valid statement to this day.