While [BMW Canada](http://www.bmwgroup.ca/content/en/default.asp) and [Vice Magazine](http://www.viceland.com/index_int.php?country=us) may not seem like the most obvious advertising partnership, [Cundari](http://www.cundari.com/index2.html) and The Media Company (both Toronto-based) have come together to create an intriguing campaign for BMW Canada’s 1 Series, the cool-factor of which is guaranteed to appeal to Vice’s iconoclastic audience. By using special photo-luminescent inks that absorb and then release light (glow-in-the-dark, as it’s usually called) BMW Canada gets a peek-a-boo front cover ad for their 1 Series that the majority of Vice’s readers will never see. However, the few readers that do catch a sighting of the advertisement are likely to become instant word-of-mouth evangelists for the unique advertising technique, and by proxy BMW Canada’s 1 Series Campaign – something many companies strive for, and very few achieve. Well played Cundari, TMC et al, well played. [via [Media in Canada](http://www.mediaincanada.com/articles/mic/20080319/bmw.html?__s=no)]