BMW Z4 'an expression of joy' by Dare

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Dare has created an online application allowing users to drive a virtual car around their desk.

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 and by using their webcam and a printable symbol, they can control the virtual Z4.

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Released: 13 April 2009

Related Creative:


Z4 – an expression of joy

Natasha Newman, advertising executive, BMW

Help launch the new BMW Z4

Creative director
Matt Firth

Creative team
Tristan Pride, Laura Farmer

Emma Lawson

Toby Horry

Media agency

Media planner
Agustin Crespo

Production companies
Dare, Inition

Jonny Goodall

Associate technical director
Nigel Flack

Online, press, DM

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