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The BMW Head-Up Display projects important data, such as speed and navigation data, onto the windscreen of the car.
These benefits were to be made directly tangible in an unusual and charming manner.
We transferred the presentation of the Head-Up Display 1:1 onto the cinema’s big screen and directly blended in information that was useful for the audience. What made it so special: As with the real Head-Up Display, the information was projected directly onto what was actually happening – in this case, onto other advertisers’ cinema spots that were being shown prior to the film.
Before the film began, useful information – how long until the start of the film, directions to the toilets or to the popcorn counter – was superimposed onto the adverting spots being shown to the audience. Only afterwards did the audience discover that the displayed information was actually advertising – for BMW’s new Head-Up Display. So you don’t lose sight of the important things.