BMW Brings “Joy” To Singapore With An Interactive 3D Building Projection

BMW has developed a remarkable 3-D projection on a building to support its Joy campaign in Singapore. The video was projected onto two large commercial buildings, and resulted in a visually arresting, traffic-stopping and joyful experience that was viewed by pedestrians, workers and others in the area – as well as by now a global audience that has been exposed to the  video.

The video uses simply cool visual tricks and techniques to deliver a seemingly interactive experience in which hands take pieces of one image (on one building) and place it onto the projection on a second building. It challenges viewers to ask themselves if they are bringing joy into their work (the buildings in question appear to be within an office park, or corporate business area) – and to of course associate the joy of driving into work every morning with the BMW brand.

We found this to be an engaging, innovative, highly differentiated campaign at the intersection of art and advertising – and one that, while highly targeted to BMW’s audience in Sinapore, may bear residual brand-building benefits among a global audience exposed to the viral video. The campaign was developed for BMW by Publicis Asia.

[via Artvertising Over-Blog]