BMW of North America

KBS+ *Lead Agency

Jenny Read, Head of Production
Ali Eng, Art Director
Kyle Wright, Executive Producer
Robin Oksenhendler, Executive Director of Content Affairs
Marc Hartzman, Group Creative Director/Copywriter
Paul Renner, Executive Creative Director/Art Director
Jonathan Mackler, Co-Chief Creative Officer
Dan Kelleher, Co-Chief Creative Officer

Mackcut

Ian Mackenzie, Editor

Bob Industries

Dayton/Faris , Director

The Mill

Universal McCann

The BMW i3 is a rethink of what a car can be. But while its funky design and groundbreaking engineering attracted early adopters, the mainstream just wasnt seeing its significance. With more electric BMWs needed on the road to meet government deadlines, we needed a brave approach. Through a clever idea and a partnership strategy with big PR potential, we sparked interest and changed beliefs: A 175% lift in perceptions of innovation and an 80% increase in consideration among our primary buyer paved the way for BMWs future electric growth.