BMW Motorrad USA
BMW cars is well known in America, but that is not the same for BMW Motorrad, which has only 15% share of the US motorcycle market. So it was big news when BMW announced they were going to extend their M series of cars to include the first ever M motorcycle. We were asked to come up with an idea that would introduce it in a compelling and cost-effective way, while demonstrating its capability.
We shot it with a technique being used by teens on Vine and partnered with a young director from the platform to bring them to life. The result was “Who Controls You,” a campaign that showed just how negative influences can manipulate teens to make decisions they might not normally, without them even realizing it.
