Covid-19 sent New Zealand into full lockdown. Kiwis had to work from home, they could only go out to get groceries or to exercise. That means kids stuck at home and busy parents fast running out of ways to entertain them.
Kids may be short on new toys, but they aren’t short on creativity. We bring the joy of driving home by using leftover cardboard and all the toilet roll tubes from panic buying that has occurred. We challenged Kiwi kids (and parents) to make their own BMW race track or car.
We sold this idea into BMW NZ via a video call. Now we had to to build, shoot, create, share this project…somehow.
Alan Bibby a New York Director who usually works with the likes of Pharrell Wiliams, Rhianna, Ariana Grande, Google, etc, had flown back home to New Zealand due to Covid-19. Luckily for us he was bored-excited enough from lockdown to take on this project 🙏🙏🙏 Bootleg Productions also helped us create an inspirational cardboard track and car to help ignite kids imaginations.
Social Content: DIY Racetrack
Social Content: DIY Car Reveal
A series of decals for racetracks and cars were created for kids to cut out and paste onto their creations. Download here.
If you don’t have cardboard or a printer at home you could still modify your own bmw via Instagram. A series of gif stickers were created so you could mod a photo of your favourite bmw model.
What started off as a New Zealand only campaign ended up being used globally by BMW.