BMW i7 Singapore Icons

THE IDEA

2025 marked a once-in-a-generation convergence for BMW Asia: Singapore turned 60, and BMW marked 40 years in the nation.

BMW Asia faced a three-part challenge:

• Celebrate four decades of shared progress between BMW and Singapore
• Create something that could be physically experienced at BMW’s anniversary events
• Launch the BMW i7 — and its bespoke customisation — as a new icon of modern luxury

THE STRATEGY

We transformed social platforms into a storytelling engine: using cultural relevance and narrative pacing to sustain attention over 3.5 months.

Rather than chase frequency or virality, we designed depth. At a time of heightened national pride, we chose not to localise a global product but to co-create a luxury icon from shared heritage.

By aligning the BMW i7’s sensory experience with Singapore’s national identity, we created content that invited reflection, pride and conversation — not passive scrolling.

Social became the place where the icon was discovered, chapter by chapter.

MANIFESTO

SOCIAL-FIRST STORYTELLING

Teaser

OnThe campaign opened with a manifesto film — teasing the dual celebration and ending with a restrained glimpse of the 1-of-1 BMW i7, inviting intrigue rather than explanation.

Narrative Series

A seven-chapter social narrative followed, inspired by the seven "senses" of the BMW i7 — each paired with a quality Singaporeans recognise in themselves. Released across Facebook and Instagram, each chapter explored a different facet of both the car and the nation:

Climatic Reveal

In the lead-up to National Day, a final series of image, carousel and video posts unveiled the BMW i7 Singapore Icons in full. Shot against the very landmarks that inspired its design, the reveal showcased the car as both canvas and symbol — closing the campaign on 9 August with a moment that felt earned, not announced