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May 26, 2011 - No Comments!

Exceed Maximum – BMW


Here's a nicely executed concept for BMW M3 Coupe at Hamburg Airport utilising a 50x2m light wall in the middle of the arrival hall to portray a car that exceed limits by exceeding its limits.


Advertising agency Serviceplan created a headline out of half letters, the super shiny floor then reflected the other half. As a result, BMW doubled the media space for free.


After discussing this a little bit, we concluded that they've missed a trick with the standard car shot at the end and that something more inventive continuing the reflections theme could have been done. The orientation of the type is changed from the first word to the second, so you are alredy reading it with your head turned which would then suit a car shot from either the front or the rear.

Advertising 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
Others: Robin Ruschke, Michael Falkensteiner

via adsoftheworld

Published by: Ben in Advertising, Typography

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