M Fest 2024 –We Are Mzanzi

M Fest 2024 highlights BMW sub-cultures in South Africa, and the nation’s unique history with BMW M.

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Social expression powered by culture, community, and the cars that move them

We set out to show how BMW M embraces the deep-rooted culture and history of both the brand in South Africa.

Our goal was to spotlight the iconic BMWs that hold meaning for the Mzanzi community and elevate them to a global audience.

We wanted to celebrate the vibrant lifestyle that has formed around the brand, driven by the people. And above all, we aimed to immerse our audience in a raw and real experience of BMW M in South Africa. From the streets to the stories, all through social.

Content born from culture,Shot with purpose,Shared with the world

Over 9 days and 132 hours of filming, our team embedded into the culture, the crowd, and the chaos to capture something different, not staged perfection, but lived passion.

From the iconic M3 Gusheshe to custom builds, we told the story of M the way it lives in Mzansi: loud, proud, and full of soul.

Our content wasn’t just for social, it was social. It sparked conversation, pride, nostalgia, and hype designed for people to see themselves and their scene in every post.

Spinning into the spotlight

For the first time ever, we introduced the art of spinning, a proudly South African motorsport rooted in culture, to be seen by the global BMW M audience.

More than just smoke and stunts, spinning is about storytelling and its identity. It’s a bold expression of community through car culture.

By capturing this underground scene with respect and reverence, we brought a movement to an international stage, showing the world a side of BMW M that’s been thriving in South Africa for decades, yet largely unseen.

This wasn’t just content. It was recognition. And it meant everything to the community.