We needed people to understand the concept of the BCI system. So we devised a special execution on a magazine that requested the reader’s participation to illustrate the concept of BCI. The execution: While browsing through the magazine, our advertisement prompted the readers to turn the page over for a live demo of the new INFINITI BCI technology. However upon turning the page, it was almost impossible to collide the papers together; delivering the message of `back up collision intervention` This was done through an installation of two magnets on opposing pages, which repelled each other.

The print execution physically insured that all readers of the magazine wouldn’t miss our ad, and strongly delivered the concept of BCI.