To integrate the advantages of hybrid vehicles with the joy of BMW i, we used the well-known donut as a sign of automotive joy and combined it with an electric symbol: the power button. The result in an impressive poster telling an entertaining story.

Viewed from further away the poster looks like the typical power button symbol. Once you go closer, you realize it is BMW i8 making some donuts on the street.

In order to achieve the difference between the long and close distance perspective we meticulously illustrated the the circle of the donut, so that they look like an almost perfect circle of the power button and still feature the somewhat uncontrolled skid marks of a donut.

At the same time, the car had to fit the measurements of the real car in relation to the donut circles as well as meet the measurements of the power button symbol.

The Power Button poster became a unique and extraordinary design piece at BMW i dealers in Austria and a perfect visual representation of everything that the brand BMW i stands for.

Due to the impactful design, the client als decided to air the visual as a print ad in an Austrian newspaper and in a special automotive issue of the Austrian ad industry magazine Horizont.