SEEN & NOTED: LAS VEGAS, NV — BMW’s agency, Kirshenbaum Bond Senecal + Partners and Spies & Assassins, a creative-technology boutique that focuses on digital development swept Digital Signage Expo’s 2014 Apex and Content Awards held in Las Vegas yesterday evening.
KBSP's creative concept was developed to help build awareness of BMW’s electric vehicles. Using a street-level window in midtown Manhattan, the agency set up three cameras to capture real-time traffic flow at the intersection of 6th Avenue at 42nd street. A 3M Vikuiti projection screen was placed inside of the storefront window along with two 80,000-lumen Vikuti projectors. Spies & Assassin developed custom car-tracking software that mapped BMW’s i concept cars into the real-time video feed. The end result was a perfect illusion of futuristic cars driving through Manhattan. Over a period of one-week, nearly 250,000 vehicles passed by the window and were magically transformed into BMW i3 and i8 vehicles. A great concept that proves the power of digital place-based media!
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