Reflection – The BMW Light Wall

BMW asked us to develop an idea for the BMW M3 Coupé for a very special billboard at Hamburg airport – a 50 x 2m light wall in the middle of the arrivals hall. For a car that exceeds limits, we created a billboard that exceeded limits. We designed a headline out of half letters. To complete them we used their reflection on the shiny floor. The result: we doubled the media space for free; we doubled the attention for free.