Ad agency Serviceplan Munich were given a brief by BMW Germany to produce a special billboard at Hamburg airport featuring the M3 Coupe – a 50 x 2m light wall in the middle of the arrivals hall.
They came up with the clever idea to use the reflective surface of the floor to extend their canvas, creating the headline out of half-letters and using the shiny floor to convey the message ‘Exceed Maximum’. The campaign picked up a Silver in the latest Epica Awards for creativity in film and media.
A clever idea that’s generated plenty of attention – not sure it would work quite as well on Slough high street…
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