BMW asked German ad agency Serviceplan to develop a billboard that “exceeds limits” at the Hamburg airport. Using a 165×7 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!
Credits: 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 via [ad goodness], [ramble]