For the first time in many years, BMW was launching a new shape that fully penetrated the youngest segment. For this reason, many people who had heard about the exciting sensations and sportiness of BMWs had the opportunity to experience them for the very first time. The launch of the BMW 1-Series was thus a very highly anticipated launch. This piece wanted to address that very anticipation, like somebody waiting for a momentous event to happen. Like someone who, for the first time, is going to get the opportunity to meet someone who they have wanted to meet for ages. Impossible to remain calm.