BMW Serie 3 Touring

Before establishing the Tumpić/Prenc Studio, Anselmo Tumpić, its creative director and co-founder, designed the campaign for a new BMW series. BMW Serie 3 touring has been introduced as the most advanced tool that makes our movement and experimenting through life easier. The car is designed for longer journeys, and the ad is based on the idea of a journey that is not just physical, but also mental, or emotional. The campaign's concept was to create a journey, but this time through life.

The car is designed for people who see life as a constant journey of discovery and exploration. Instead of conventional road sign messages, the protagonist encounters life choices displayed on traffic signs that guide him along both his road and life path. He consistently chooses the less certain, unexplored, and more challenging route, drawn by the excitement it offers. In the end, faced with a choice between “true love” and “a new adventure”, he pauses for a moment to reflect and turns on his hazard lights. The BMW 3 Series Touring driver is portrayed as someone who boldly embraces new experiences, yet in moments of uncertainty, takes the time to listen to his emotions.