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.
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
Photos © Serviceplan Link via Inspix and