BMW Canada is mixing cars and art for its fourth digital art auction, but is finding new audiences thanks to its participation in a Toronto photography festival.
The auctions showcase collections of one-of-a-kind photo prints by Canadian artists that feature BMW cars. The photos are meant to be slick, high-tech pieces that capture the brand’s character. Cundari, the agency that brought the art auction concept to BMW last year, acts as curator for the initiative.
The auctions (which take place every three months or so) raise money for the Air Canada Foundation, which helps ill and impoverished children. The artwork appears in Air Canada lounges in Toronto, Calgary and Vancouver, and negotiations are underway regarding a Montreal exhibition.
However, the latest auction is being presented in conjunction with the Scotiabank Contact Photography Festival featuring the work of four photographers selected by Cundari and the festival.
“We worked with the artists at each of the photo shoots,” said Natasha Wookey, group account director at Cundari.
“BMW has had a background in the arts for 35 years, including their Art Car initiative, and they were looking for a way to generate brand awareness in a different realm,” she said. “We suggested that we get artists who were featured within the festival and who have the relationship with Contact to curate some new pieces of art using BMW.”
This auction runs until the fall. To see the work or make a bid, visit BMWArtAuction.ca.
