BMW Active Tourer
For a tour called life
Advertising Campaign
BMW introduced a new generation of the 2 Series Active Tourer with a complete redesign, challenging the perception of its predecessor and repositioning the model closer to BMW’s core promise of driving pleasure. The launch required a flexible campaign system that could scale across markets, audiences and channels.
Innovation becomes meaningful only when it improves everyday life. Features alone don’t create an emotional connection; the human experiences they enable do.
A modular campaign built around a series of relatable stories, each showing how the new Active Tourer adapts to different lifestyles. A plug-and-play production approach allowed the creative system to generate countless variations for different markets, customer journeys and media placements while maintaining one cohesive campaign: A Tour Called Life.
A fully integrated global launch campaign designed to scale across markets, channels and audiences. The modular production system enabled efficient localisation while maintaining a consistent creative identity throughout the campaign.
Supported the campaign from concept development through rollout. My role included supporting concept development, shaping visual directions, supporting pre-production, and integrating the campaign across digital and social touchpoints.
Creative Agency: .Monks Berlin General Manager Creative: Till Eckel Executive Creative Director: Marc Isken Strategy Director: Fernando Araujo Senior Creatives: Ole Nagatis, Dennis Engel, Mayara Schmidt Art Directors: Rachel Fleisher, Ghada Bennasr Copywriter: Smriti Rana, Poppy Kilby-Tyre Project Managers: Anja Plank, Marlene Bauer Photography: Alex Rank, Tim Adorf Film Director: CD Morrish Director of Photography: Ryan Carmody