The BMW ads are designed to portray performance (the M4 campaign) and aesthetics (4 Series) in a conceptual way using print.
Print advertising for cars is often a very boring front 3/4 shot of the car.
The campaign ran across a number of targeted national print magazines in South Africa.
âIt is rare that a print ad is something people can interact with. Usually that is left up to digital channels. We wanted to change that,â says John Davenport.
Title: Performance
Category: Automotive
Client: BMW
Agency: Ireland Davenport, Johannesburg
Country: South Africa
Executive Creative Director: Phil Ireland
Executive Creative Director: John Davenport
Art Director: Gavin Wook
Art Director: Natalie Urban
Copywriter: Julia Rutherford
Published: March 2015