bmw x2: THE ZFAs
The Zero Filter Awards
BMW wanted an LGBTQ-friendly activation to promote the X2, their powerful, edgy crossover. We seized this as an opportunity to put a spotlight on the next generation of queer individuals, an equally powerful and edgy group.....but also one full of optimism, strength, and the ability to express themselves in ways that previous generations could not.
The Zero Filter Awards called out queer creators, activists, and anyone in between who didn't hold back. We teased audiences with tripped out promos on social, launched a microsite, announced five recipients with a video series highlighting who they are, and capped everything off with a turnt awards ceremony in downtown LA that was streamed live. Sadly, BMW turned down our original project name: The Zero Fuck Awards (but hey, we tried).