Gear Seven/Arc Studios/Shift
Wake The Town
Contemplative Reptile
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • French Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South African Edition

BMW - Drive is the DifferenceEmbed With Credits



eSports. Fast. Exhilarating. Tense. Anxious. Exhausting. And for the eSports pros that are top of their game, that can mean burn out. When BMW came to us with a brief to maximize their partnership with Fnatic and develop a UK campaign to resonate with the growing world of eSports and young car owners, we knew we could help.

In our research, we came across some shocking stats. In just one day, these young pros can be subject to 600 decisions per minute, 51 external stress factors and on top of that, between seven and nine hours of practice. Inside their flats and houses. The pressure is relentless. And that makes it hard for these pros to keep their drive. Getting the right balance is the key to peak performance.

We made our play with a program to help to these young stars find that all important balance. We called it “Drive Is The Difference” and with it a content series giving fans a look into the unknown side of these pro-gamers’ lives.

We followed them as we gave them a well-earned weekend away, facilitated by the BMW M3 Competition Saloon. But what really drove us was giving our pro-gamers some unparalleled downtime.


Agency / Creative
Octagon, 3 months ago