We were challenged by BMW to highlight their stand-out innovations with stand-out communications.

These are life-saving innovations that can call for help in times of difficulty; warn of hazards ahead to keep road-users safe; and keep drivers’ eyes on the road using head-up displays.

For BMW Emergency Call, we turned the traditional automotive press ad on its head, and flipped the image of a beautiful country road through 90 degrees, putting the reader in the driver’s seat of a car that lies on its side after an accident.

In doing so, we dramatised the potentially life-saving benefit of a technology that can send an automatic call to the emergency services when you can’t.

Part of a consecutive suite of ads, we were thus able to focus on the technology and its driver benefits across the full BMW range.