Wäsche of The Wild

Germans, with their love of road trips and wilderness adventures, are a priority market for British Columbia tourism. We wanted to promote northern British Columbia as an escape from everyday urban life. Car washes are a beloved ritual in a Germany, where the laws make washing your car at home illegal. We used a Hamburg car wash as our media channel, transforming its mechanical space through 3D projections and advanced sensory technology to make it a sensory gateway to Northern BC’s vast landscapes. The world’s first immersive car wash for the world’s most immersive road trip.