BMW X2

LAUNCH CAMPAIGN IDEATION

The Hustle is what separates you and breaks the conventional wisdom of your generation. It defies trends and destroys stereotypes—because hard work and passion are always trendy. The Hustle is yours. It's your story of the moment when you chose to break through. The story of your hard work. It's also the story of BMW. A brand committed to one thing - sheer driving pleasure. A century of hard work of Hustle. So we present our hustle to the world—for those who've earned it. Where's Your Hustle. [the work displayed was a visual campaign territory exploration to bring to life the concept of The Hustle].