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 is the Webby-winning designer and editor-in-chief of Scene360 magazine. She's created successful projects over the course of 20 years in the fields of art, design, fashion and web. Currently dividing her time between Lisbon and San Francisco. Follow the author @ Instagram Facebook and view more articles.

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