In 2024, BMW M returned to the top class of prototype racing at Le Mans, 25 years after their historic victory on the Circuit de la Sarthe.
BMW M Motorsport asked us to set the stage and excite the global motorsport community for BMW’s return across print, film, social, and on-track event communication.
Claiming Le Mans.
To claim M’s long-awaited return after 25 years, we headed straight to Le Mans to bring the heat with a cheeky guerilla stunt before the race even began. Check out some of the fans’ wild and hilarious reactions here on their Instagram page.
A keyvisual that only BMW could do.
For the overall campaign, we created a key visual from the distinct face of BMW’s new Hybrid V8: The racetrack of Le Mans – manifested in the world-famous BMW kidneys.
Our hero, The BMW V8 Hybrid and BMW’s 20th Art Car designed by American artist Julie Mehretu, was one of two BMW Hypercars to compete at the 2024, 24 Hours of Le Mans.
The comeback.
For film, we launched the key visual by taking viewers on a journey: From BMW M’s racing heritage into a new era at Le Mans, bringing together the iconic outline of the Circuit de la Sarthe and the illuminated kidney of the M Hybrid V8.
Credits:
Agency: Jung von Matt Hamburg / THE GAME
Executive Creative Director: David Leinweber
Creative Directors: Damian Kuczmierczyk, Lars Grubler
Senior Copywriter: Daniel Hill
Senior Art Directors: Philipp Trübiger
Creative Support: Adrian Cekala, Jens Walz
Senior Project Manager: David Giesen
Production: LG 42 digital experts
Producer: Jens Meinecke, Martin Amort
Photographer: Julian Kroehl
Post-Production: Tilmann Fabel