In September 2019 BMW launched the Concept of the new 4 Series at the IAA. It’s completely revised design divided the audience into lovers and haters.
The biggest bone of contention: The angular “edgy” form-language and oversized kidneys.
For the campaign of the production vehicle we tried to transform this polarizing “weakness” into a strength.
The insight: THE 4 polarizes by angular edges. But to keep your edges rough is at the same time a tribute to strength and character.
The idea: A tribute campaign to non-conformation. Because:
Isn’t it rather the edges what joy is made of?
BMW |
ENJOY
EVERY
EDGE
Concept THE 4 at IAA 2019.
LAUNCH
FILM
the 4
(DC)
Since ever we are told to be aware of edges. But isn’t it rather the edges, what joy is made of?
STORY
THE 4
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