BMW M3 Coupe: The Light Wall Reflection

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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36 comments

helvet.lang's picture
helvet.lang
62 pencils

smart, very.

the ad which wasn't there

Guest's picture
Guest

Clever and simple.

Draper's picture
Draper
183 pencils

Smart idea. Applause!

CuriousPencil's picture
CuriousPencil
4227 pencils

Brilliant use of a tricky medium.

Guest's picture
Guest

so what? pretty lame..

Guest's picture
Guest

very smart. its awesome

JeffP's picture
JeffP
810 pencils

Very smart to rotate the 'M' that way. Perhaps a bit too smart, I needed the explanation to understand the message.

mosho's picture
mosho
298 pencils

very smart :)

Ads.chinaSMACK's picture
Ads.chinaSMACK
271 pencils

Really clever, why has no-one done this before????

Advertising @ chinaSMACK
http://advertising.chinasmack.com

Ramezani's picture
Ramezani
315 pencils

wow. nice job for the copywriter. to find words, which works with the mirror effect.
but this was done for mc donalts: http://www.frederiksamuel.com/blog/images/mcdonalds_night.jpg

But i like this job too!!! very good.

LeeHarvey's picture
LeeHarvey
3045 pencils

The Mac one is great but I still like this BMW one very much. Thanks for the link Ramezani.

Ramezani's picture
Ramezani
315 pencils

i agree. i like this one to. but i think the normal people wouldn´t get the message.
to me it seems, that the creatives had this idea with the mirror effect and than they tried to find a message for this effect.

Guest's picture
Guest

clever

vanMeter's picture
vanMeter
80 pencils

clever

Guest's picture
Guest

I like it but whats so lateral about this? Have people forgot what good innovation is? this just is... a reflection. thoughts anyone?

Ramezani's picture
Ramezani
315 pencils

Guest. you are right. but the daily businness is not a fairy story with innovations. when you have to use this billboard, you have to create the maximum.

Cheerriiee's picture
Cheerriiee
952 pencils

This is great! love it

Guest's picture
Guest

How about EXCEED CHECKBOOK. Would work without rotation. Or BOOBIE DOOBIE. :p

In all seriousness, I don't like the rotation. I would have preferred just the word EXCEED. Though this doesn't really coincide with their current branding/campaign, The Story of Joy (could be different in Germany?).

jackblack's picture
jackblack
2261 pencils

It's kind of cool.

Guest's picture
Guest

Love it, very smart.

designum's picture
designum
3 pencils

clever, nice ;)

web & internet design - happy to be creative

www.designum.pl

tirthomitro's picture
tirthomitro
2758 pencils

great work. congrats guys!

they showed me a picture & i laughed
dignity has never been photographed

Saand's picture
Saand
150 pencils

love the copy that puts everything together and making it happen....
great

Guest's picture
Guest

good idea. but please cut that "the client asked us ...".

RicardoOliveira1987's picture
RicardoOliveira1987
65 pencils

Clever thinking, great use of the space... brilliant...

Blog: webfreshquinhas.posterous.com
Twitter: RSPOliveira

CommandZ's picture
CommandZ
2474 pencils

I really like this. Just wondering if most people catch the branding on the last panel during peak traffic periods, ie. people walking in front of it and obscuring it.

Guest's picture
Guest

i know how you "thought" solving the "M" letter problem.
http://lh4.ggpht.com/_9F9_RUESS2E/SuhvVI9HT4I/AAAAAAAABdw/5zu9zNdjmTg/...

nothing new guys.

witness505's picture
witness505
137 pencils

Clever indeed~

ultra's picture
ultra
18 pencils

That's perfect for copy & art!

Guest's picture
Guest

doesn't work. Nobody looks at it. It's hard to "read" the whole thing.
Arrival means "stop me". They just pass by.

Guest's picture
Guest

badly presented - I couldn't see the "I" in maxImum since there are people in front of it. Otherwise an ingenious idea

Guest's picture
Guest

Yeah I really agree

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

Hope the cleaners do their job! :)

manumartin5's picture
manumartin5
1202 pencils

very clever.. smart work.

Vision_Vi's picture
Vision_Vi
104 pencils

Just ran into this ad - cool idea!

cracker66's picture
cracker66
163 pencils

you can realize this ad.. but you don't deserve any awards for this as McDonalds Australia has done it first!

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