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The BMW 3 Series is one of the most loved cars on the British road and has built a devoted fan base since launching in 1975. To celebrate its 40th birthday, not only was a tribute to each generation of the model necessary, but a tribute to each generation of fan that has loved the car.

Six executions were created for outdoor and print, including bespoke formats, with supporting CRM, digital, DM and social content and strategy. All the cars seen in the campaign were borrowed from real owners and 3 Series superfans. The art direction pays reference to each era, with typography, the angle of the car and colour palate evoking a sense of nostalgia; be it hacienda tones of the 90s dance age, or minimalist whites of the 00s.

A meticulously choreographed film, shot in a single frame, sees six generations of 3 Series gliding down a race track, overtaking the last generation one after the other. Set to a voiceover by James D’Arcy, with a bespoke music track is designed to match the timing of the new cars entering frame.