BMW’s Unscripted documentary series brings a voice to the legendary brand that for years had been known only as the Ultimate Driving Machine. Each story followed real BMW owners with a unique passion for life…on the road.

Objective

Give a new voice to the long established BMW brand.

Solution

Digital Kitchen worked with GSD&M to humanize the brand by eschewing any mention of engineering and instead give voice to a group that hasn’t had one the drivers. The series delves into what is universal amongst them: their passion. Be it wanderlust, wildlife or finding love, it’s this unifying emotion that connects the films, the fans and the brand.

Results

The Unscripted series has been featured on BMW.com, Jalopnik and scores of other influential automotive sites. On the BMW YouTube channel alone, the series has received well over half a million views garnering widespread praise from people all over the world.

More BMW Work

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The “Joy” campaign breaks a smile with this spirited, hand-built romp that pays homage to the most beloved and consistent series in the industry. View