PSFK videochats with BMW’s agency Kirshenbaum Bond Senecal + Partners on their projection that transformed passing cars into futuristic vehicles.
In collaboration with Google’s Creative Sandbox PSFK is hosting Google+ Hangouts with the creative minds behind the most innovative projects in marketing and advertising. Recently we spoke with kbs+, the agency behind the BMW i Window into the Near Future, an installation that transformed cars traveling along 6th Avenue in Manhattan into futuristic BMW i3s and i8s. On the line were Ed Brojerdi, President and Co-Chief Creative Officer, and Dennis Hanley, Executive Producer, who gave insights into the creation of this new way for brands to stand out. Watch below:
The new BMW i brand is all about re-imagining the automobile, so kbs+ felt they had to make the advertising as good as the product itself. To reinvent a window display so consumers could interact with a new sub-brand was no small task, but the rewards outweighed the risks of attempting it. Ultimately the window brought the (near) future a little closer to the present, and has tremendous potential for fashion retailers who can show pedestrians what their clothes look like when worn.
PSFK has partnered with Google’s Creative Sandbox, a gallery of the best and most creative projects in advertising, to bring you ideas and inspiration for the new year. See more work from the Sandbox here and submit your own work.