DHL: Maze

In this gigantic three-dimensional billboard measuring 7 x 5 metres, located directly in front of Schiphol Airport's main entrance, a small ball rolls from point A to B via the shortest route. At the end of its journey, the ball is transported via an invisible conveyor belt within the billboard back to the top to begin the same journey again, along the same route. Again and again; always the right way.The target audience is business travellers at Schiphol Airport, where 11 million people pass through each year.

Agency: Ogilvy, Amsterdam, Netherlands
Creative Director: Carl Le Blond
Copywriter: Edsard Schutte
Art Director: Jan-Willem Smits
Production: Armada Signs
Photo: Arno Bosma