Objective: BMW was releasing a super limited-edition M5 that was essentially a 4-door sedan on a rocket engine — their fastest production car ever and a big deal all around. Omaze partnered with Charlize Theron to promote a campaign that would raise money for the Africa Outreach Project, supporting the health, education, and safety of young people in African nations as well as build positive awareness for BMW by giving people a chance to win one.

Here’s the thing, Charlize was only in the country for two days to be able to shoot anything and we only had a month from creative concepting to launch.

Solution: The duality of the BMW being a luxury sedan with a performance racing engine underneath coupled perfectly with Charlize Theron’s versatility of being an Academy Award winner and a badass action-movie star, so I wrote a launch and last chance video (for play on YouTube, social channels, and connected TV) that would comedically and heavily lean into both’s Jekyll-and-Hyde personalities. Created an overall campaign wrapper of “Fuel The Envy” (to allow for seasonal social media posts around St. Patrick’s Day that people seeing you in this car would be “green with envy” and “lucky you”) capitalizing on being able to carve the canyons AND the carpool lane in a go-anywhere BMW performance sedan. Wrote marketing emails to support the videos in three different voices: Charlize Theron’s, Africa Outreach Program’s, and BMW/Omaze.

Results: Received the coveted “Looks great, no notes” feedback from Charlize’s team and her videos received 10MM+ views. The campaign was the most successful Omaze car campaign of 2022 raising $2MM+ in revenue.

Videos Directed by Justin Lazernik
Art Design by Briana Louis