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Client
BMW
Agency
Jung von Matt Hamburg
Production Company
Hochkant
Year
2024
A boy with an unexpected idea. A classic car with timeless charm. And a holiday moment that shows how joy becomes the greatest gift.
For BMW’s international holiday campaign “The Gift,” we told the heartwarming story of young Tim surprising his grandmother with the one present that brings them closer: a BMW Junior Seat for her classic BMW 1500.
The film celebrates BMW’s core value – the joy of driving across generations – while nodding to the heritage of the iconic BMW 1500. Shot in Vienna and set to Run-D.M.C.’s “Christmas in Hollis,” it blends family, nostalgia and modern brand storytelling.
The Social Extension –
Turning the Film Into a Playful, Community-Driven Experience
To make the campaign resonate beyond the hero film, we created a fully social-first activation for BMW’s global channels — transforming the story into a series of playful, interactive formats built around the chemistry between Tim, his grandmother, and her classic BMW.
Automatic-Series
Tim tries to use the classic BMW as if it were a modern car – expecting features like electric windows or an Intelligent Personal Assistant.
Grandma, naturally, always finds a magical workaround. A simple insight turned into instant shareability: the joy of driving doesn’t need high-tech, just imagination and a great partner-in-crime.
Grandma’s ASMR Moment
A humorous, character-driven ASMR video starring our stylish grandmother – a tongue-in-cheek nod to the Bentley viral hit. Her charm, confidence and attitude turned her into a fan favorite within hours.
Interactive Story Games
Festive visuals of vintage car parts wrapped as gifts invited the community to guess what’s inside, creating micro-moments of interaction and extending the “unexpected gift” idea across social.
+ Million views within the first week
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