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New York Festival 2011

Award Type: Advertising Awards

260 West 39th Street, 10th Floor New York, NY 10018 USA

Website: http://advertising.newyorkfestivals.com/
Phone: +1 (212) 643 4800
NYF™ maintains an international network of representatives who promote the competitions in over 65 countries. These representatives are a crucial element in upholding NYF™’s dedication to searching out and rewarding the World’s Best Work™ - not only by recruiting entries but also filling the judging rosters with award winning creatives who represent every advertising center of the world, ensuring that all work is judged without cultural bias and that each competition really does represent the best in communications the world has to offer.

New York Festival 2011 Silver winners

The Light Wall Reflection

BMW

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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

Awards

Cannes Lions 2011
Design Lions Advertising Typography Gold

Credits & Description

Category: Transit
Advertiser: BMW
Product/Service: M3 COUPE
Agency: SERVICEPLAN
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