Context

BMW sought greater relevance in the Middle East and to change its perception as yet another ‘imported German brand’.

However, with most communication imported from the West, the brand’s desire to celebrate the region was lost in cool vistas, characters and other elements that did not reflect the region.

Approach

We created the BMW's first, truly regional campaign for the Middle East - 'ANA BMW'

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Loosely translated as ‘I AM BMW’, the campaign served as a bridge and homage to the Middle East, as well as a rallying call for its inhabitants to share what BMW reflects about them. 

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Working with the team at BBDO, I was tasked with giving ANA BMW’s art direction an even greater resonance with the region through colour.

I elected to do this by swapping BMW’s cool, wintry tones with warmer ones inspired by the Middle East. The dusky dunes, setting sun and neon-lit ‘backhalas’ set the stage in creating a colour-shifting, distinctly Arabian identity for the iconic German automaker.