BMW asked German ad agency Serviceplan to develop a billboard that "exceeds limits" at the Hamburg airport. Using a 165x7 foot light wall in the middle of the arrivals hall, they designed a headline out of half letters. To complete the words, they used the reflection on the shiny floor. Through this process, they managed to double the media space for free!
Agency: Serviceplan, Munich, Germany
Chief Creative Officer: Alexander Schill
Creative Directors: Alexander Schill, Maik Kaehler, Christoph Nann
Copywriter: Andreas Schriewer
Art Directors: Manuel Wolff, Savina Mokreva, Roman Becker
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