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

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Art Directors: Manuel Wolff, Savina Mokreva, Roman Becker
Others: Robin Ruschke, Michael Falkensteiner

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Photos © Serviceplan

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Adriana (aka The Tattoo Journalist) is a Webby Award-winning designer, editor of Scene360, and author of this book. Acquiring 20 years of writing experience in fine arts, Adriana has dedicated much time to documenting tattooists' lives and work. She also contributes to Tattoo Kulture, Inked, TattooLife, and other publications. Follow the author @ Instagram and view more articles.

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