We wanted to celebrate the holiday season in a way that was meaningful, yet relevant to the BMW brand. So fittingly, we focused on The Road. But not just any road. We told a story about the journey we all take over the holidays to see our loved ones - The Road Home. We asked more than 50 employees at the agency to record their journeys on smartphones and personal cameras as they traveled home for Thanksgiving. We then took all the footage and edited it in-house. The end result was a video narrative celebrating the best road there is.

Published
January 2013
Topics

The Story

We wanted to celebrate the holiday season in a way that was meaningful, yet relevant to the BMW brand. So fittingly, we focused on The Road. But not just any road. We told a story about the journey we all take over the holidays to see our loved ones - The Road Home. We asked more than 50 employees at the agency to record their journeys on smartphones and personal cameras as they traveled home for Thanksgiving. We then took all the footage and edited it in-house. The end result was a video narrative celebrating the best road there is.

Because smartphones and cameras have high-quality video capability, we were able to create something that just a few years ago would not have been possible. The technology allowed us to create a whole new way to make a narrative story for a brand. And once it was finished, we were able to push it out on the web for millions of people to see and share.

The Technology

The Results

We quickly reached over a million YouTube views. And our BMW clients loved it so much, they had us create an edit to air during Sunday Night Football. Not to mention, the project brought an entire agency together to create a uniquely collaborative piece of creative.

44

total cups of coffee drunk

16

team members working on this project

6

family dogs making big-screen debuts

Launch Date Dec. 13, 2012