Germans love their cars. And keeping them clean and shiny is a national joy. However, strict regulations prohibit washing cars at home to protect rivers from runoff, making car washes a coveted necessity. Zulu Alpha Kilo turned that into an opportunity for Destination BC to give Germans in Hamburg an escape for everyday life in Northern BC’s wilderness, turning routine car care into an unforgettable virtual experience, The Great Wilderness Car Wash, with production company, Unit9.
You are greeted by brand ambassadors at the entrance, and given speakers that deliver a perfectly synchronised soundscape, precisely timed with the visuals surrounding the car.
Inside, a series of 3D renderings and high-definition imagery bring BC’s rugged beauty to life, drawing in elements of Indigenous cultural symbols and stories. With each stage, the tactile qualities of water, foam, and soap amplify the textures of the wilderness – from the rough bark of evergreen forests to the mist-laden atmosphere of coastal landscapes. As your car is coated with soap, a dynamic kinetic projection screen replicates the lighting effect of the northern lights on the windshield, while rotary brushes, designed to mimic towering evergreens, move in harmony with the landscape visuals. A rainforest-inspired downpour rinses the car, mirroring the intensity of BC’s iconic storms, before your car is dried in a volcanic wind area made to look and feel like a desert, completing the sensory journey.
“We are entering a very exciting and important time for tourism in British Columbia,” stated Maya Lange, vice president, global marketing Destination BC. “By creating unique place brands such as The Great Wilderness for Northern BC, we are giving global travellers a clear idea of the beauty of the various parts of the province such as Northern BC. This activation ignites an awe-inspiring wonder of the power of nature that stays with you. We are deeply grateful to all tourism partners, including Indigenous Tourism BC, and Zulu Alpha Kilo for their collaboration with us on this exciting initiative.”
The five-day activation was supported with a series of radio promotional content, digital video drivers, along with select OOH placements in key areas in major urban centres in Germany.
“We are incredibly excited by this accomplishment and what it means for Destination BC,” added Tim Gordon, chief creative officer, Zulu Alpha Kilo. “It took the collaborative efforts of our Vancouver and New York offices to create a one-of-a-kind immersive car wash. We needed to ensure the experience felt authentic and true to Northern BC. So, we made sure that every inch of the car wash and every creative touch point was thought through to deliver a once in a lifetime experience.”
The (definitely a talking point) new campaign, is part of Destination BC’s long-term strategy, Invest in Iconics Strategy, to increase the benefits of tourism throughout British Columbia responsibly by integrating place branding and destination development to differentiate BC on the world stage. It follows the Rainforest to Rockies route from Vancouver to the Rocky Mountains earlier this year. In 2025, Destination BC will launch all six iconic routes and places under a global Super, Natural British Columbia campaign.
Credits
Client: Destination BC
Client Team: Maya Lange, Karla Grenon, Elisa Tang, Julia Zhang, Raman Deol, Martin Walter
Agency: Zulu Alpha Kilo
Chief Creative Officer: Tim Gordon
Executive Creative Director: Dean Lee
Creative Director: Dan Cummings, Vic Bath
Art Director: Lizzie Cox
Copywriter: Tilden Lincoln
Account Team: David Tremblay, Lauren Hutton
Strategy Director: Heather Segal, Erica Shalinsky, Sean Bell
Media Agency: Wasserman, Noise
Producers: Teresa Bayley, Andrew Sekine
Studio Artists: Jenny McCracken
Offline editor: Alex Shutsa
Colour: Alex Shutsa
Online editor: Alex Shutsa
Zulubot Producers: Kelly Sun, Sarah Dayus
Audio: Dino Cuzzolino
Production Company: UNIT9
Creative Director: Sam Cannon
Technical Director: James Medcraft
Technical A/V Partner: Urban Screen
Production Design: Silly Berlin
Line Producer: Magnus Augustin
Managing Executive Producer: Mindy Lubert
Production Lead: Sarah Barson
