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.
The campaign was developed for BMW by Publicis Asia.