BMW | Checkmate

We used one strategically placed billboard, one single-word headline, and one video to provide a little bit of ammo for the BMW enthusiasts. After that... the world jumped in for a Brand War*.
*Please note I don’t support wars of any kind.


New York Times 
BMW Blog

This went viral in 2009 and is still the first thing to pop up when Googling: BMW Billboard.

8 years later... it’s still going instagram...

Art Director and Photographer: Rob McQueen
Art Director and Designer: Serena Illescas
Creative Director: Alexander Van Walsum