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How to burn a message into someone’s head

Can you plant a thought in someone else’s head? In the film Inception, Leonardo diCaprio attempts to do so by entering the dreams of his target mind. It’s the stuff that a great Hollywood blockbuster is made of.

But what if you could actually manage to get a message literally right into your audience’s head? Impossible? Not for BMW. How the carmaker used afterimages to literally burn its brand into the eyes of an audience has a simple explanation, but it’s still outstanding:

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The clarity river

The word “clarity” invites a binary view on the matter: Either you have clarity or not. But that’s hardly how it works in real life.

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Singular

Secure the only spot at the airport that sells water and you can basically stop bothering about how you do business. It doesn’t really matter

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Not my fault

“On slide 19, I clearly stated this …” Of course you did. But your audience didn’t get it. And that’s the end of the story.

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