"I was never really into toy cars as a child, but this digital campaign makes me wonder what I missed out on. Once you've printed off a Z4 symbol and positioned it in front of your webcam, the augmented reality application allows you to drive a virtual model of the Z4 on your desk. It's not just a pointless use of the technology either - it neatly ties in with the TV spot." It was written and art directed by Tristan Pride, Laura Farmer and Emma Lawson.
Kate Nettleton is impressed by Dare's digital campaign for the BMW Z4: