This campaign announces BMW’s involvement in the London 2012 Olympic Games.
BMW had spent a lot of money securing the prestigious Official Sponsor title and so wanted to let everybody know about it.
Our job was to try and find some kind of link between BMW and the Olympics, and so we concentrated on the similarity between the athlete and the car in terms of ideals, style and outlook. We also had to use the word ‘Joy’ in every line as it formed the basis of the global campaign at the time.
It was quite a tight brief, so we were please with how the ads turned out in the end.