THE PROBLEM
BMW drivers frequently choose independent service providers with counterfeit products because of the high-price image of BMW Original Parts (BOP), price sensitivity for older vehicle models, and customers’ overall ignorance of the benefits of original parts.
THE TASK
Create a campaign that raises BMW Original Parts awareness, strengthens brand image, and most importantly: resonates in readers’ minds.
THE STRATEGY
Build an out of the ordinary campaign that will entertain readers about a typically boring topic.
Use every day rationale and thought-process to make an important point.
THE CAMPAIGN
The BMW Original Parts Campaign light-heartedly attacks the common consumer belief that since counterfeit products look the same they must perform the same.
We use common metaphors in a witty way to send our message that products are not all created equally. In other words: Nothing will optimize your driving in a BMW car as an original BMW part.
![](https://cdn.myportfolio.com/829afa2442fbc6a2813c4ac3055ef931/02c45d331d2dbc61b86ba82d_rw_1920.jpg?h=22421a97e4607cb0e912a7abfe21d3b4)
Print
![](https://cdn.myportfolio.com/829afa2442fbc6a2813c4ac3055ef931/1e69f59257b1a399d418c754_rw_1920.jpg?h=75b9887d25eb168d7ba375675216e41a)
Print
![](https://cdn.myportfolio.com/829afa2442fbc6a2813c4ac3055ef931/0b848356981fdda9c811c704_rw_1920.jpg?h=44f6ae14ce3fa70ca003991085afaf06)
![](https://cdn.myportfolio.com/829afa2442fbc6a2813c4ac3055ef931/c34ba7497d17e55e2b6061f7_rw_1920.jpg?h=c697657787fbacc8bc6b099498ee5078)
Retouching
![](https://cdn.myportfolio.com/829afa2442fbc6a2813c4ac3055ef931/c8f82b5e9cf2af976429b03b_rw_1920.jpg?h=810ce67bd1e604cb06e103b19c080eb4)