BMW – The Ultimate Driving Machine

bmw-finIn my Masters course, we were given a brief that aimed to move the BMW brand away from its current Irish position of being a conspicuously consumed car during the Celtic Tiger years. The brand wanted to regain its image of being a producer of high end cars that are appreciated by those who love it more for the craftsmanship than the image it brings. AS this was a class assessment, this was intended to be done with long copy by charting the history of the brand and it’s successes along the way. But the brief was open to interpretation and I felt the message that BMW were trying to convey could be  successfully done through the history of the car itself as much as the history of the brand, finishing with the tagline “The Ultimate Driving Machine”.

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