BMW Z4 'an expression of joy' by Dare

The agency has built an augmented reality application to support the above-the-line advertising for the new BMW Z4.

To tie in with the TV spot, created by GSD&M, which features a Z4 painting a work of art with its wheels, the online campaign enables users to paint trails with a virtual Z4 on their desk.

By utilising the augmented reality technology MagicSymbol, users are able to simply download the application from the website www.bmw.co.uk/Z43D and by using their webcam and a printable symbol, they can control the virtual Z4.