A Quirky Northern Lights-Inspired Carwash Promotes British Columbia
If you’re from Canada or familiar with Canada, then you probably know that British Columbia (BC) is one of the most beautiful provinces the country has to offer. Ignoring the major metropolitan areas (which are exceptional in their own right), you’ve got a location that offers everything from deserts to mountains to rainforests and, of course, the phenomenal Northern Lights. Truly, it’s an iconic travel destination, and a place where you can curate just about any experience.
Of course, not everyone knows about BC. And that’s why organisations like Destination BC exist – to promote all the good the province has to offer and help spread the word about why people should consider taking a trip to Canada’s West Coast.
A great example of this can be seen in its collaboration with Zulu Alpha Kilo last month, where the two specifically aimed to inspire German travellers to come across the pond. Having discovered the significance of car washes in German culture, both due to the country’s automotive history, and the fact that there are laws against washing a car on one’s own property, the pair saw an opportunity to do something special. Working alongside production company Unit9, the team turned a Hamburg-based car wash into a first-of-its-kind, immersive journey through the Northern BC wilderness. Combining precision engineering with advanced sensory technology, including 3D projections and high-definition visuals, it all served to bring the province’s beauty to life. From the soap interacting with a dynamic kinetic projection screen to replicate the effects of the Northern Lights on the windshield, to a rainforest-inspired downpour being used to rinse the car, this sensory experience was a first-of-its-kind activation which, understandably, drew a lot of eyeballs.
To learn more about how this remarkable endeavour came to life, as well as why such a specific marketing campaign was right for the brand, LBB’s Jordan Won Neufeldt sat down with Zulu Alpha Kilo creative director Vic Bath, as well as Destination BC’s vice president of global marketing, Maya Lange, for a chat.
LBB> What was the brief for this campaign, and what made this the right time to promote British Columbian tourism?
Maya> The brief for ‘The Great Wilderness Car Wash’ was to transform an ordinary weekly chore into an extraordinary immersive brand experience.
As the birthplace of the modern automobile and iconic performance brands like Audi, Porsche, BMW, Mercedes-Benz, and Volkswagen, Germany has a deep cultural connection to cars. Car washes in Germany hold particular significance, reflecting a national pride in keeping vehicles immaculate and in adherence to stringent environmental standards (there are laws against washing your car on your own property, requiring people to use authorised car wash facilities). Leveraging this cultural insight, we crafted an immersive experience that not only celebrated these values, but also brought the story of Northern BC to life in a way that resonated deeply with German audiences.
Germany was also chosen due to its high number of travellers seeking unique nature experiences. The timing capitalised on a growing German interest in adventure tourism, and the easing of global travel restrictions, making it an opportune moment to inspire travel to British Columbia.
LBB> Creating a Northern Lights-inspired carwash experience is super creative! Where did this idea come from, and why was it the right way to promote Destination BC?
Vic> Discovering that car washes are a cultural mainstay in Germany started bringing back childhood memories of going into the car wash and feeling like you’re entering a different world. And that’s the way we had been thinking about Northern BC and its incredible landscapes – as this immersive escape from everyday life. We loved the idea of transforming a very mechanical space into misty landscapes, volcanic deserts, coastal forests and the Northern Lights. When we first chatted about the idea, we thought it might come off quirky, but it slowly dawned on us that it could be really beautiful and reverent.
Maya> Reimagining a car wash as a journey through the BC wilderness (using synchronised visuals, soundscapes, and tactile sensations, all calibrated to ignite curiosity and emotional connection) stood out because it shifts the focus from traditional marketing to a sensory-driven experience that leaves an indelible impression. It also aligns with a growing demand for experiential marketing, where audiences want to ‘feel’ a brand – not just see or hear about it. The activation was designed to inspire exploration, creating a direct bridge between the experience and the intent to visit BC.
LBB> Specifically, what made Hamburg the right city to do this in? And how did you find a carwash that was willing to undergo all the technical setup required to pull this off?
Maya> Hamburg, a German media hub, is known for its openness to innovative events, and also has a population interested in and with the means to travel. In addition, Hamburg is the home of two key German tour operators who sell British Columbia (CRD and CANUSA), and this enabled us to also host a business event with our key suppliers.
Collaborating with a local car wash involved presenting a compelling proposal that highlighted mutual benefits, such as increased foot traffic and media attention. Clear communication and aligning the installation with the car wash's operational schedule facilitated the partnership.
LBB> Of course, it’s not every day you see something of this scale pulled off. At what point did you even know it would be feasible? And how did you begin planning for this execution?
Vic> We like being a bit scared by our ideas. ‘That’s… probably feasible?’ is an exciting place to be. We also have to give a lot of credit to our clients at Destination BC who were on the same page as us with a ‘we love it if it’s possible’ attitude. They gave us the time and leeway to speak to some potential partners and do some R&D.
Some companies we chatted with thought the challenges of this noisy, wet, mechanical environment would be insurmountable. Some suggested we’d have to build an immersive car wash from scratch, but we were much more excited by the idea of transforming an existing space. Production company Unit9 saw the vision immediately.
LBB> Tell us more about this Unit9 partnership. What made this the right collaboration for the job?
Vic> Unit9 approached each challenge as an opportunity to innovate and push what can be done in the immersive projections space. We could tell from the first meeting that the team was fired up by the combination of creativity and engineering required to pull this off. We love that combination of art and ingenuity, where you can take on novel ideas like using the foam on a windshield as a project surface for the Northern Lights.
LBB> Please tell us more about the actual technology used to bring this to life! What all did you use?
Vic> We mapped 3D projections to the interior of the car wash. Alongside that, we had sensory technology and soundscapes designed for each part of the experience, intended to occupy frequencies that could be heard over the rumble of the car wash.
The misty atmosphere in the car wash created beautiful opportunities for lighting, and was perfect to evoke Canada’s rainiest, mistiest province. We’re probably most enamoured by the Northern Lights moment where we projected imagery right onto the soapy foam on the windshield.
LBB> Of course, everything needed to be meticulously planned to ensure a consistent experience throughout the carwash. As such, what was the actual writing process like for the project?
Vic> The ‘writing process’ consisted of a lot of fun conversations while watching POV videos of car washes and mapping parts of that experience to landscapes in Northern BC. It was helpful that this area has such a vast variety of landscapes that could correspond to things like hot blowing air (volcanic deserts) and sprays of water (rainforests). It was really exciting to make those connections.
LBB> It’s noted that you incorporated Indigenous cultural stories and symbols into the work. What all did you slip in? Are there any cool Easter eggs viewers can catch?
Vic> You can’t really experience Northern BC without learning about the many Indigenous communities there and acknowledging that these landscapes are their traditional and unceded territories.
For our first projection moment, we went out and captured parallax footage of Kitselas Canyon, where you’ve got totem poles towering over your vehicle in front of ancient spruce and hemlock trees. We also included shots of the Ksan Historical Village and Museum, an incredible place to learn about the Gitxan and traditions that date back centuries.
LBB> What challenges have you faced during this project? How did you overcome them?
Maya> The biggest challenge, really, was creating something that had not been done before! Car washes, by their nature, are intense production environments, so the production team had to address colours, sounds and precipitation along with noise, foam, humidity and bright lighting.
Other challenges included replicating the dynamic visuals and videos of the wildlife, landscapes, the Northern Lights, and salmon jumping, all while ensuring the installation didn’t disrupt regular services. Overcoming these obstacles required close collaboration with visual artists and engineers to create a captivating yet practical setup.
LBB> What lessons have you learned in the making of this campaign?
Maya> ‘The Great Wilderness Car Wash’ served as a valuable learning experience for the team, offering key insights into the execution of large-scale international brand activations. Operating from Vancouver, the campaign required seamless coordination with international teams, navigating diverse legal environments and managing logistical challenges across borders. This highlighted the importance of clear communication, adaptability, and meticulous planning when orchestrating global initiatives.
A critical takeaway was the significance of cultural insights in designing and delivering experiences that resonate deeply with diverse audiences. By understanding local preferences, values, and behaviors, the team was able to create a campaign that felt authentic and engaging, ensuring its relevance in each market.
LBB> Since launch, how have people reacted to this campaign?
Maya> The campaign has received positive reactions, with drivers expressing delight at the unexpected, immersive experience. It also generated favourable media coverage, amplifying its reach beyond the immediate audience who participated in the car wash. And, importantly, ‘The Great Wilderness Car Wash’ increased interest and engagement among our key travel media and travel trade partners.
LBB> Finally, is there an element of this campaign that you’re most proud of?
Vic> The Northern Lights projected onto the foam of your windshield was an innovation that simply couldn’t have happened in any other environment. So, that’s a highlight for sure, as was capturing footage of these incredible landscapes.
But overall, if we picked one element that we’re most proud of, it would be the accomplishment of turning a noisy mechanical space into a celebration of nature. Executing an idea that gave everyone butterflies in their stomach – that’s our happy place.
Maya> For the whole team who worked on this initiative, the most exciting part was seeing the seamless integration of British Columbia's nature into an everyday activity, all while creating an immersive experience. Every little touchpoint was somehow a way to experience something unique about Northern BC, from the spinning green brushes resembling trees, to the sights and sounds of the Northern Lights.
