After a long run as the #1 premium automotive brand in Canada, BMW was facing some serious challenges. Audi and Mercedes-Benz had made significant improvements in their engineering and were encroaching upon BMW’s “performance” territory and market position. Our challenge was to revive BMW’s performance equity and translate that into an increase in sales of the brand’s optional “M” high-performance packages.

The creative solution was a collection of videos, each of which went viral as they pushed the BMW M packages to the extreme limit. Creating an online conversionsation that was nearly impossible to ignore. Cundari’s work won national and international awards, was hailed as best-in-class throughout the BMW global network, and was leveraged by brand teams in Europe, Asia, and the USA.

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