BMW - Drive is the Difference

Creative Consultancy
Stamford, USA
Agency / Creative

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.

About Octagon
You strive to be better. You know there’s always more you can do. You test your capabilities and push your limits. You challenge your goals.

But if you need that boost that gets you more, that ups your game, raises your name and makes your role in the world meaningful and memorable, you need a playmaker.

That’s Octagon. A leading global agency in sports, entertainment and culture. A group of creative thinkers and energetic doers harnessing that playmaker spirit to generate fame that endures.

We’re a mix of savvy veterans and bold upstarts, at it for three decades. A passionate team of 800+ around the world, relentlessly committed to helping you force fate and push forward to make your next right move.