Describe the challenges and key objectives:

The challenge was: Switzerland is one of the biggest 4x4 markets in the world.

And all ads of all car brands look alike: a car drives through snowy nature.

The challenge was to distant BMW from its competitors by an unseen form of advertising.

Describe how you arrived at the final design:

The final design has its roots in a statement made by a BMW engineer. He said that mountainous roads feel almost like flat roads when you drive with “xDrive”.

This sentence was the inspiration to “flatten” mountain chains with the visual tool of inventing a new flat xDrive typography.

Outcome:

BMW experienced the most successful xDrive season. Almost 40% (approx. 15.000 units) of all BMW cars sold were ordered with the xDrive system.