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Reverse April Fools'

Award: Wood Pencil

Wood Pencil / Direct / Direct Response/Press & Poster / 2016

With so many brands taking part, April Fools’ had become a bit tired and predictable. So when BMW asked us to pull off an April Fools’ stunt that would surprise the most cynical, we created a Reverse April Fools’ a test to see who would risk looking like the ultimate fool, for the ultimate car.
On the first of April BMW ran a Newspaper ad, a coupon for an April Fools’ Special stating that the first person to bring it could swap their old car, whatever it was, for a brand new BMW. Then we did the last thing anyone expects on April Fools’ Day. We did what we said we were going to do.

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