THE APPROACH: 
BMW had spent the last few years promoting the "Joy of Driving". But with the launch of the BMW 1 Series M Coupé we saw the opportunity to communicate the raw essence of the brand: high performance.

THE RESULTS:
With over 8.5 million views to date, the 1M launch is the most popular viral car campaign to ever come out of Canada. Best of all, we didn't pay any money for seeding or pre-roll video. It went viral the hard way.