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THE HIRE: BMW FILMS CAMPAIGN
FALLON MINNEAPOLIS / BMW / 2002
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Overview
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Overview
CampaignDescription
It began as an advertising brief. But advertising wasn’t the answer. We were frustrated that traditional commercials didn’t let us show what BMWs could really do. BMW customers increasingly weren’t watching television, yet they had embraced the Web in astounding numbers.Then, our clients agreed to throw away the rulebook.Why not, instead, create something so entertaining, so rewarding, that people would actually seek it out? Why not take the money saved on media and put it on the screen? Why not create an interactive experience more akin to home theater?
What resulted was BMW Films: a series of short films directed by and starring A-list Hollywood talent. Each film revolved around a central character called The Driver, the world’s best when it came to transporting people out of dangerous situations. The Driver’s character traits—his youthfulness, integrity, passion, and willingness to take risks—reflected on both the brand and the audience. Each film featured The Driver using a BMW to complete his missions, showcasing BMW’s true performance. The films were distributed at an entertainment-focused Web site, making them “found” treasures, yet they were still accessible to anyone at anytime.
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