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BMW breaks We Are M campaign

Automaker BMW Group Canada has begun a campaign to coincide with the 50th anniversary of its M performance division. Called “We Are M,” the first element of the campaign consists of an out-of-home execution at Yonge-Dundas Square in Toronto. The execution takes the form of a forced-perspective digital billboard, described by the company as the first of its kind in Canada. The creative promotes the BMW i4 M50 electric vehicle and the BMW M4 CSL. The 20-second presentation depicts the history of M cars and its future electric plans. Participating agencies include Media Experts, Performance Art and Richmond Day.

The second element, called “50 Years, 50 Drivers,” consists of social media content presenting the personal stories of 50 BMW M drivers nationally. The campaign will continue with a promotional event in October.

“I believe Canada has one of the best BWM M communities in the world,” said Andrew Scott, director of BMW brand management at BMW Canada. “We want to bring M to life for them. The billboard at Yonge-Dundas Square allows us to show fans and future fans the rich diversity of models that makes M so powerful. I’m particularly proud of the ‘50 Years, 50 Drivers’ element of the campaign. Canada is home to a seriously passionate fanbase, and this allows us to recognize a group of these spirited people. No matter how different our drivers and their vehicles may be, the passion of BMW M unites us all.”

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