After the success of the Olympic Signature Car, Spire was asked by BMW to create an equally engaging campaign in their support of the Susan G. Komen Breast Cancer Foundation. The result was The Ultimate Drive. For each mile you test drive, BMW donates a dollar to the Foundation, with the goal to raise a million dollars. Each participant was able to then sign the flagship vehicle as a testament of their support of breast cancer research. The fleet of test-drive vehicles and the flagship signature car travelled across the country during the nine-month event.
The design challenge was to how to fit over 15,000 signatures in an organized and elegant manner. The creative (and sometimes scientific) team at Spire derived a controlled system that allows the signatures to cover the 7 Series beautifully by the end of the event.
Survivors of breast cancer, doctors, and other prominent individuals in breast cancer research were honored with a portrait on the Signature Car.
The success of this campaign was followed for 11 more years of BMW's support of the Komen Foundation. BMW raised more than $12 million dollars. The Spire team had designed 12 different Signature Cars and the fleet vehicles, every year a unique design and theme. Take a look at one of our favorites.