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Clio Awards 2011

Award Type: Advertising Awards

The CLIO Awards is the world’s most recognized global awards competition for advertising, design, interactive and public relations. For over five decades, the CLIO Awards has maintained its original commitment to celebrate and reward creative excellence, honoring a powerful form of communication and its impact on modern culture. At the same time, the CLIO Awards remains focused on evolving with the industry in order to acknowledge the most current, breakthrough work. CLIO’s iconic statue is the most widely recognized and coveted symbol of the industry’s creative accomplishments.

The Light Wall Reflection


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Industry Automotive, Cars
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Design & Branding
Market Germany
Agency Serviceplan Hamburg
Creative Director Christoph Nann, Maik Kaehler Serviceplan
Art Director Roman Becker
Copywriter Andreas Schriewer
Agency Serviceplan Munich
Art Director Manuel Wolff
Released November 2010


Cannes Lions 2011
Design Lions Advertising Typography Gold

Credits & Description

Category: Transit
Advertiser: BMW
Product/Service: M3 COUPE
Date of First Appearance: Oct 7 2010
Entrant Company: SERVICEPLAN, Munich, GERMANY
Advertiser/Client: BMW
Product/Service: BMW M3 COUPE
Entrant Company: SERVICEPLAN Munich, GERMANY
Design/Advertising Agency: SERVICEPLAN Munich, GERMANY
Chief Creative Officer: Alexander Schill (serviceplan)
Creative Director: Maik Kaehler (serviceplan)
Creative Director: Christoph Nann (serviceplan)
Copywriter: Andreas Schriewer (serviceplan)
Art Director: Manuel Wolff (serviceplan)
Art Director: Roman Becker (serviceplan)
Brief Explanation:
The BMW M3 Coupé is one of the fastest coupés in the world. Its performance really exceeds all expectations. Our aim was to transport the benefits of the product, as well as to get the most out of the advertising space.
Describe the brief from the client:
The brief was to promote the BMW M3 Coupé with a very special billboard at the Hamburg airport – a 50 x 2m light wall in the middle of the arrivals hall.
Description of how you arrived at the final design:
Checking the location and realising the shiny, reflecting floor in the rather dark arrivals hall, we came up with the idea to work with the reflection.
For a car that knows no boundaries, we created a billboard that doesn’t either. We designed a headline out of a special font: letters, which can be mirrored. Their reflection on the shiny floor made them complete.
Indication of how successful the outcome was in the market:
We created a campaign that illustrated the brand- and product-values: through innovation – one of the most important brand values – BMW manages to achieve more than what seems possible. The billboard exceeded its maximum for a car that exceeds maximums.
We reached the 1.07 million people passing* in a way no normal billboard would have reached them.
Furthermore, we simply doubled the media space and the attention – which saved us 41,000 Euros of media budget.
* Source: Hamburg Airport, for our publication time between October and December 2010