THE BACKGROUND
With social media buzzing about the launch of Threads, brands were racing to jump in. BMW was ready to make a statement, but with one rule — no mentioning Elon Musk or Twitter/X. Challenge accepted.


THE IDEA
When Threads first launched, no one really knew the character limit. So, I decided to find out the only logical way: by copy-pasting the red car emoji 🚗 over and over (and over) again. The 'Character Limit' post outperformed all the recent Threads and was beloved by BMW's followers. Heck, some even called it a Cannes Lion worthy post, and you know what? I agree.