The Mirror Effect: How to Exceed the Maximum?

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BMW commissioned Serviceplan to design a billboard for the Hamburg airport. The German studio came up with a brilliant idea: placing an illuminated billboard with letters half cut; the natural reflection of the sign on the shiny floor would now spell “Exceed Maximum.”  As a result, Serviceplan doubled the media space for free and got more attention from passengers.

Credits:
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
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Photos © Serviceplan

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Adriana de Barros

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Adriana has created successful projects for over 15 years in the fields of design, illustration, fashion and web. She is the Webby-winning designer and editor-in-chief of Scene 360's Illusion magazine. When not online, she is enjoying the quiet life walking her shih tzu at seaside. Follow the author @scene360, and view more articles.