BMW worked with Serviceplan Munich to get the BMW logo inside the heads of potential motorbike fans with the BMW Flash Projection, an innovative form of subliminal advertising. During a Superbike cinema commercial the team flashed the BMW logo onto the eyes of the audience. At the end of the ad audience members who closed their eyes could see the BMW logo. The campaign won Gold for Media Usage and Bronze for Film at the 2010 Epica Awards.
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The BMW Flash Projection campaign was developed at Serviceplan, Munich, by executive creative director Matthias Harbeck, chief executive creative director Alex Schill, creative director/copywriter Matthias Harbeck, creative director/copywriter Helmut Huber, copywriter Lorenz Langgartner, art directors Veronika Broich and Thomas Ardelt.
Filming was shot by director John Buche via Embassy Of Dreams Filmproduktion, Munich, with producers Helmut Hartl, Christian Schelb and Sebastian Eberhard.