BMW presents its first all-electric model of the X2 Series, the iX2 – letting virtual influencer Lil’ Miquela flex her digital senses and experience the joy of driving. The immensely popular virtual influencer, with 2.7 million Instagram followers, is the star of this campaign all about the beauty of real life.

The first full reveal of the iX2 took place in the metaverse/Fortnite. This laid the foundation for a campaign with a digital focus. Its approach consists of connecting the digital world with the real world in order to reach younger target groups and create a positive attitude toward our digital realities.

To capture an emotionally and visually striking story, BMW’s agency partner Media.Monks, which is part of The Marcom Engine, teamed up with renowned Director Stefanie Soho from BWGTBLD. Stefanie Soho tells us: “Super proud of this one – new work for @bmw feat. @lilmiquela (the sweetest and most talented). No DC needed because of the coolest clients and an agency dream team. Thank you so much for trusting us!”

Mario Zaradic (Media.Monks) was the Creative Director of the project. Together, they have created a film with an unusual existential tone. Serious yet sweet, we see Lil’ Miquela enter the real world with the new BMW iX2 while falling in love, step by step, with human existence – bringing the campaign back full circle to the brand vision of ‘Freude Forever’.

Christina von Jakubowski, Campaign Lead iX2/X2 BMW : “There is no here and there. Everything is connected. After all, reality is the most beautiful world to live in, and it is up to us to keep it that way. Make it real.”

Stefan Ponikva, Vice President of BMW Brand Communication and Experience: “People have been creating emotions and personal memories in BMWs for more than 100 years. The world and the industry are changing rapidly; digitalization and electrification are finding their way, not only into the product, but also into marketing. This is important progress, and in the future, vehicles will continue to move real people through real worlds – and now even virtual worlds. We put this concept of building bridges at the core of our BMW iX2 campaign – with a result that touches hearts.”

Patrick Klebba, Executive Creative Director at Media.Monks: “Amid all the Web 3.0, metaverse, and artificial intelligence push of the past two years, this crafty piece of storytelling is about real life. Now Lil’ Miquela reminds us of what we have and how beautiful it is, and how lucky we are to have it – this is what we want people to feel.”

The global ‘Make It Real’ campaign was launched in the core markets of BMW across EMEA, APAC and the United States. It has been created in collaboration with BWGTBLD, Rohtau, GoSee Member RECOM, and with photography by Chris Nolte-Kuhlmann.

CREDITS

Client: BMW Group

Head of BMW Content Creation and Production: Max Bauer

Campaign Lead iX2/X2 BMW: Christina von Jakubowski

Project Lead Film BMW: Daniela Sykes

Project Lead Artwork BMW: Lisa Schmack

Head of Content, Digital and Editorial Marketing BMW: Fabio Olivotti

Agency: The Marcom Engine

Account: Susanne Schwermer, Nicole Niemann

Executive Creative Director: Patrick Klebba, Christof Deutscher

Creative Director & Project Lead: Mario Zaradic

Strategy Director: Santiago Ramirez