BMW Case study UNSCRIPTED by GSD&M Austin

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Industry Cars
Media Case study
Market United States
Agency GSD&M Austin
Creative Director Jeff Maki, Robert Lin
Producer Aaron Kovan, Sarah Shipley
Production Digital Kitchen
Released December 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: BMW
Product/Service: BMW
Agency: GSD&M
Date of First Appearance: Nov 23 2010
Group Creative Director: Jay Russell (GSD&M)
Creative Director/Art Director: Bill Marceau (GSD&M)
Creative Director: Robert Lin (GSD&M)
Creative Director: Jeff Maki (GSD&M)
Executive Producer: Jeff Johnson (GSD&M)
Producer: Aaron Kovan (GSD&M)
Account Service: Coley Platt/Tiffany Dixon/Leah Bone (GSD&M)
Marketplace Planning: David Matathia (GSD&M)
Production Company: (DIGITAL KITCHEN)
Directors: Mark Bashore/Matt Mulder/Shawn Fedorchuk/Brad Abrahams
Editors: Mark Bashore/Shawn Fedorchuk/Slavka Kolbel
Music: Matt Hutchinson/Agents del Futuro/Hey Marseille
Producer: Sarah Shipley
Line Producer: Dawn Rose
Director of Photography: Trevor Fife
Media placement: Internet Film - Murray - Launch - BMW YouTube channel, / Permanent home, - 24 November 2010
Media placement: Internet Film - Grant - Launch - BMW YouTube channel, / Permanent home, - 27 November 2010
Media placement: Internet Film - Sabine - Launch - BMW YouTube channel, / Permanent home, - 30 November 2010
Media placement: Internet Film - Tiffany - Launch - BMW YouTube channel, / Permanent home, - 15 December 2010
Media placement: Internet Film - Georgia and Luca - Launch - BMW YouTube channel, / Permanent home, - 20 December 2010

Describe the campaign/entry
For years BMW’s advertising had focused on one thing: The Ultimate Driving Machine.
The people in the ads felt like wallpaper, and the brand was perceived as cold. Our challenge was to humanize BMW and we knew one way to do that was to introduce the world to some of its drivers. So we created Unscripted, a documentary film series celebrating the infectious joy of loving something just because it’s what feels right. We set out to capture emotionally engaging stories from all over the world. And while we didn’t create the voice for BMW, it sure was fun finding it.

Describe how the campaign/entry was launched across each channel in the order of implementation
The films were released one at a time over a three-month period through various online BMW media outlets (BMW YouTube channel and The film series now has a permanent home at and BMW’s U.S. Facebook page. (

Give some idea of how successful this campaign/entry was with both client and consumer
The campaign has been met with near unanimous approval from all over the world. Each film quickly had a viral boost as BMW’s core fans shared them on their own blogs and social networks. At the time of this writing, the most watched of the five films has 360,000+ views on YouTube, without any paid media support. BMW sees the potential of the series and has already produced an additional film using one of their top engineers. This platform gives them a chance to continue to connect with consumers in a more emotionally engaging way than they ever had before.