Liz Khan

BMW x GQ

Mission Electric: Print, digital/video, and social content supporting the release if the BMW i3 all-electric car; featuring Twilight actor Peter Facinelli 

THE ASK: Build buzz around the launch of the i3, while mitigating popular thinking that an electric car is only for short trips around the neighborhood.

THE ANSWER: An interactive print, digital, and social "bro-ad trip" story, following Facinelli and a buddy on a 4-day ride from San Fran to Big Sur, stopping at eco-interesting, sustainable spots along the way. GQ readers and Facinelli's social following were invited to get involved by proposing spots to visit and commenting on live social posting throughout the journey.

GQ Sep 2012, Dec 2012, Jan 2013 issues / GQ.com FW 2012-13

PHOTOGRAPHED BY CLIFF WATTS

Date: Sep 2012 / Dec 2012 / Jan 2013 / Client: BMW / Role: Creative Director / Copy Director / Producer / URL: gq.com/missionelectric /