The relationship BMW has with the urban setting is always evolving. With this in mind, BMW invited four talented Canadian photographers to highlight BMW's connection to the city. Each photographer was challenged to capture how BMW is reflected across the urban landscape. The collection was displayed at the Museum of Contemporary Canadian Art, the CONTACT Photography Festival, and at all Maple Leaf Lounges across the country. The exhibit drove to a microsite where those interested could place a bid. Data capture was achieved by visitors of the auction which then led to hundreds of potential sales leads. Over a half a million dollars of new BMW’s were sold as a direct result of the auction. A social contest was also promoted for the BMW Art Auction, celebrating the artist within all of us.