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To shine a spotlight on the new BMW 6 Gran Coupé. By means of an eye-catching out-of-home implementation for the introduction of this new BMW model, the audience was left spellbound by the new model’s aesthetics and dynamic standards.
Nothing is as unique or sublime as a solar eclipse – it’s truly a once-in-a-lifetime experience and event. We wanted to let the passers-by at Munich’s Odeonsplatz participate in this fantastic event by having them witness the appearance of the sun together with the unveiling of the new BMW 6 Gran Coupé.
The “solar eclipse” billboard was installed at Odeonsplatz, one of Munich’s busiest city squares. During the day, it was just a classic billboard with a suitably rich display of the well-known campaign imagery. Once it became dark, however, a special effect emerged: Thanks to unique partial illumination, none of the campaign imagery was visible except for the sun eclipsed by the moon. Once the moon moved away from the sun, however, the billboard in its entirety slowly lit up, revealing the complete “once-in-a-century” imagery to the viewers. This change in lighting occurred at regular intervals throughout the evening.
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