BMW South Africa: BMW 4 Series

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.

“It 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,” says John Davenport.