BMW X5
ClientBMW
DateNov 2018
CategoryAdvertising
BMW X5
BMW
Nov 2018
Advertising
Who: New BMW X5 Italia
What: A new campaign for the new BMW X5 model
When and where: It is difficult to think of any reason why BMW Italia went through the entire odyssey to perfectly re-create the Monza circuit in the Sahara. The campaign was launched in November 2018 and is broadcast on television and online
How: The track is made on a 1: 1 scale with a total length of 5,793 meters (3.6 miles) taking the radius of curvatures and distances to be exact. Ascari, Parabolica, Lesmo, and the famous S’s, among others, are perfectly reproduced but without a gram of pavement on them.
The work it took to pull off this little publicity stunt took three weeks and took fifty people, including engineers, technicians, workers and pilots.
