In the midst of a global pandemic, Italy was living its darkest hour. Together with BMW, we thought that the nation needed support and inspiration from a role model more than a new car model. Just a few days after the lockdown started, we arranged the first “home made” TV ad in which Alessandro Zanardi, BMW’s brand ambassador and symbol of courage and optimism, shared with the whole nation a message of hope and strength. All the production was arranged remotely and Alex recorded himself with his phone directly in his living room. The result was a truly authentic and inspirational campaign that touched the heart of many and led the way for many italian brands that followed BMW’s path with the equivalent messages.

The campaign, aired on TV and web, generated more than 4 Mio views, 120k social media interactions and most of all, was praised by 90% of the users.

A unique way to reach people’s hearts in the safest way possible.