THE PROBLEM: How does a premium (some would say elitist) brand like BMW, be seen as relevant at an event celebratory of people overcoming disabilities?

THE INSIGHT: “The Ultimate Driving Machine” isn’t a car, it’s a concept.

THE SOLUTION: Redefine “The Ultimate Driving Machine” as a BMW designed wheelchair piloted by a badass athlete.

A team of top BMW engineers built a stronger, faster, lighter, carbon fiber performance wheelchair for the United States Paralympic Track and Field team. As we told the world about it, we opted for a different tone than the sea of ads using an “inspirational” voice. These are the best athletes in the world, literally. So we wanted to change the way they were talked about. This wasn’t about charity, it was about sport. People took note and the entire tone of how the campaign and games were discussed changed course.

TV SPOT

While the spot received a great response online, none was more powerful than the one made by this Special Olympian.

We created a design scheme for the chair as well.