THE CHALLENGE
BMW challenged us with a brief to promote the new BMW i8 Roadster.
Instead of using existing platforms we challenged the brand with a new, unexpected partnership and turned up at Taste of London where we invited guests to join us for a 'taste drive'. For the first time, guests were able to explore the new car via their taste buds that took them on an edible journey to explore all the cars key features. Partnering with Bubble Foods we created a flavour filled journey through a four-course tasting menu inspired by BMW i's four key brand pillars: sustainability, innovation, visionary and design.
While enjoying the experience, guests could catch an exclusive first glimpse of the brand new BMW i8 Roadster, were able to experience the car ahead of its official launch and were the first to sign up for an exclusive test drive.
Glowing neon blue-shot raindrop, elderflower and strawberry mascarpone cheesecake
BMW i fish and chips with line caught pollock, microchips and blue spirulina-spiked tartare sauce
Second skin squash with dushi button, air-dried squash and tahini hummus
Smoked watermelon ‘tartare’, sourdough, aji amarillo sphere
