BMW’s latest experiential outdoor campaign celebrates its awesome hybrid sports cars which combines impeccable environmentally friendly credentials with pure driving joy.

In an exclusive activation at Westfield London, the iconic BMWi8 roadster took centre stage using Ocean’s large format full motion screen and sound shower technology to reflect its eco and iconic design attributes.

The interaction between sports car and Ocean’s Eat Street screen was triggered by people walking over a pressure pad under a section of floor vinyl.  When stood on, the pad activated a video sequence which shows the BMW bursting into a cloud of butterflies, with accompanying sound.

The butterflies represent the butterfly wing doors of the head turning BMWi8 which swing up and out to allow you to get inside. The aerodynamic styling of the two-seater car is matched by its power. Using electric motors and a 1.5 litre Mini engine, it can reach 62mph in 4.5 seconds.

Brand ambassadors showed off the car’s many luxury features in this one-off installation which is bound to draw the crowds.

Created by FCB Inferno, the campaign was planned by Kinetic Active. Production is by DOOH.com and Ocean Labs. The activation was supported on other Westfield screens.