CREATIVE SELECTION: BMW's new direction

<p>M&C Saatchi Singapore has launched a print campaign for Performance </p><p>Motors to highlight BMW's toughness as well as its high performance </p><p>capabilities. </p><p><BR><BR> </p><p>The colour print and poster campaign features the new BMW X5 in its </p><p>natural habitat - off road. </p><p><BR><BR> </p><p>The series of ads depicts the car in a specially reserved space, where </p><p>it can sit among the most hostile scenery in complete confidence. </p><p><BR><BR> </p><p>The copywriter was Raymond Quah, with creative direction from Shane </p><p>Gibson. </p><p><BR><BR> </p><p>Account management was provided by Goh Shu Fen and Chow Sook Ping. </p><p><BR><BR> </p>