Brief Explanation

We thought that, because the true value of JOY, which is the core of the brand, stems from the emotional domain through the experience, in order to deliver the value of BMW, as the clear and definite true nature, to the consumers, the experiences of seeing and touching are needed. And I judged that the children of the present are the protagonists who will live in the 100 years of the future which are promised by BMW and that they are the main agents who possess the pure minds and the hopes directed towards the dreams. So, among the children, who are the biggest potential customers who can implant the good awareness regarding the brand, we found the children who like cars and who have the dreams regarding cars.