November 9, 2023
Bosch’s first-of-their-kind night-performance wipers aren’t just innovative blades that reduce blur and glare at night—they’re an evolution for humankind.
BL and Bosch Wipers introduced the “Night Vision Has Evolved” campaign earlier this year, highlighting the innovative product features through creative work that transformed drivers’ eyes into those of nocturnal creatures.
On the heels of strong retail sales, we looked for ways to extend our campaign during key trade shows AAPEX and SEMA, where hundreds of thousands of auto professionals, enthusiasts and retail partners gather in Las Vegas. We knew we needed to do something big.
To match Bosch’s product quality and innovation in our creative and media thinking, we turned the MSG Sphere arena in Las Vegas into the biggest, stormiest, nocturnal eyeball in the world.
The Sphere opened in late September in Las Vegas as the largest spherical building in the world, incorporating 875,000 square feet of LED display on its exterior, which makes it the largest screen in the world as well. Legendary rock bands U2 and Lady Gaga made history by playing the first-ever performance inside.
Additional creative extensions during the trade show included Night Eyes donuts from award-winning couture doughnut and beignet patisserie, Alexandra Lourdes, and additional content activations from five auto-professional content creators, such as Brock Keen.
Catch up on the latest BL news – industry, culture, awards and more.