Know You Can
True confidence never shouts. So it made sense that any advertising for the BMW X5, with its self-assured size and confident off-road control, should be quietly understated too.
This very direct Direct-Mailer featured no OTT new car hype. Instead, it combined bold visuals with a sparse, self-assured tone of voice – allowing the inherent confidence of the X5 experience to come through on every page.
Client: BMW
Agency: FCB London
Role: Concept / Headlines and booklet copy / CRM letter / Proofing and editing / Print development and production
Agency: FCB London
Role: Concept / Headlines and booklet copy / CRM letter / Proofing and editing / Print development and production
