In 2001, Alex Zanardi had a horrific crash in Germany, costing him both his legs. On Saturday, January 26th, 2019 – using only his hands – he and three teammates competed in one of the sport’s premier endurance races, the Rolex 24 at Daytona.
BMW motorsport tasked Class Four with developing moving content that served to both effectively communicate Zanardi’s involvement in the 2019 race, and also provide a content pool for media organizations to cross publicize the campaign. Class Four conducted interviews, produced track content, and edited raw assets for social and masthead focused deliverables.
BMW capitalized on this rare opportunity to allow the public an inside perspective to what goes into putting together a world class race team. The Zanardi content was deployed natively on BMW channels and also distributed to news organizations to assist in promoting the campaign. Selects played on the NASDAQ wall in Times Square when Zanardi rang the closing trading bell in New York City, pre event.