BMW had just launched the new BMW 1 Series, and needed a way to show people how much it can do that people probably won’t appreciate until they try it themselves.
So we put digital billboards up all over the country. In daylight they showed a regular, beautiful car. In the dark they lit up to show all the features that are unseen.
We also created a Blippar activated DM. On paper, it depicted a BMW 1 Series, but when scanned with Blippar all the car's hidden features came to life in film.