SHAPE OF A COMEBACK
25 years after its historic victory, BMW M was back at Le Mans.
A comeback of this scale needs a hero: the BMW V8 Hybrid.
A closer look revealed something unexpected.
The legendary Le Mans racetrack,
reflected in one of BMW’s most iconic design elements.
The kidneys.
What started as a visual discovery became more than just the key visual for the comeback campaign.
IT BECAME A STATEMENT ONLY BMW COULD MAKE.
HAVING MADE BMW M’S COMEBACK IMPOSSIBLE TO MISS ACROSS OUR CAMPAIGN, WE TOOK THIS SPIRIT STRAIGHT TO THE STREETS OF LE MANS.
Before the race even began, we took over the city. Overnight, every M on the town signs of Le Mans became the unmistakable BMW M logo.
The BMW M community embraced the campaign, not just for its hero, the BMW V8 Hybrid, but for its emotional impact and unmistakably cheeky BMW M attitude.
Agency - Jung von Matt Hamburg / Executive Creative Director - David Leinweber / Creative Director - Damian Kuczmierczyk / Art Director - Philipp Trübiger, Adrian Cekala, Jens Walz, Moritz Singbartl / Production - LG 42 digital experts / Producer - Jens Meinecke, Martin Amort / Photographer - Julian Kroehl