BMW 2016 Rio Olympic/Paralympic Campaign 

From 2012 to 2016, BMW’s partnership with Team USA went far beyond a generous cash contribution in exchange for slapping some logos on practice uniforms and equipment. Instead, BMW used this partnership to provide Team USA with technology and design that would assist in athletes’ pursuit of gold. Building off the success of the carbon-fiber bobsled developed for the 2014 Winter Olympics, BMW aimed to do something even more impactful for 2016 by developing a carbon-fiber wheelchair, helping Paralympic athletes get the support and recognition they deserve.

The Problem:

In 2012, while NBC aired 272.5 hours of Olympic coverage, they aired just 5.5 hours of Paralympic coverage.

The Insight:

Paralympians aren’t celebrated as athletes in the United States.

After seeing the antiquated technology being used by track and Field Paralympians, it was clear these athletes were being held back by the limitations of their equipment. BMW approached this challenge with the same mindset and vigor they use for developing vehicles and new technologies, applying their vast knowledge in engineering with an obsession for discovering areas of improvement. The added attention and effort has brought significant advancements to the sport.

The Main Message:

Pushing The Limits of Sport.

Design and engineering for athletes achieving the highest levels of performance.

Role: Brand Strategist

ECD: Marc Hartzman

Art Director: Jonah Levine

Copywriter: Shane Knight

Strategy Director: Tim Wilson-Brown

Group Account Director: Socrtates Papazoglou