Destination BC: The Great Wilderness Car Wash

The Background

Destination BC wanted to capture the imagination of German travellers and inspire them to explore the rugged beauty of Northern British Columbia. Recognizing Germans’ love of their cars and car washes, Destination BC and Zulu Alpha Kilo saw an opportunity to turn an everyday necessity into a one-of-a-kind immersive experience: The Great Wilderness Car Wash.

The Execution

Working with Zulu Alpha Kilo, we transformed a car wash in Hamburg into a fully immersive journey through Northern BC’s iconic landscapes. Using 3D projections, high-definition visuals, synchronized soundscapes, and tactile storytelling, the experience brought the textures and atmosphere of BC’s wilderness to life.

Highlights included:
– A northern lights-inspired kinetic projection on car windshields
– Rotary brushes that mimicked towering evergreens
– Rainforest-style downpours and volcanic wind simulations
– Indigenous cultural symbols woven into the narrative

The Results

The Great Wilderness Car Wash turned routine car care into an unforgettable sensory adventure, sparking curiosity and wanderlust for Northern BC. It served as a powerful showcase for Destination BC’s commitment to innovation in tourism and left drivers with a lasting impression of British Columbia’s untamed beauty.