If somebody backed their car over a product you made, you’d probably be mildly peeved at the very least. Not our friends at Sappi Fine Paper NA.
When the design team at Kirshenbaum Bond Senecal + Partners wanted to create a unique direct-mail piece to promote the BMW M6, they got together with digital printers Classic Color in Chicago, and brought along plenty of Sappi McCoy Silk 130 lb. Cover stock, too.
Ink dispensers were fitted above the wheels of the M6. Matt Mullin, chief driving instructor at the BMW Performance Driving School, took it out on the Blackhawk Farms Raceway in Illinois. During the session, he triggered the ink using a switch by the gear shift, sticking tightly to the path of Sappi paper lining the closed course. Check out the action below.
The resulting “M Prints” – each featuring a unique tire imprint with the words “Can you smell the rubber” on the back – were then sent to BMW owners and prospective buyers as a visual, tactile testament to the vehicle’s 0-60 in 4.1 seconds performance.