You can now take twice as much baggage in Lufthansa’s new Premium Economy Class. This feature was advertised exactly where you meet potential customers most frequently: right in front of the airport. We transformed a car park into an advertising area by balancing a taxi on its back wheels only. From illumination via the interior up to the caved-in asphalt, with great attention to detail. 250 hours' modelling were invested to create an absolutely realistic, elegant installation which was so immersive and engaging that the topic of "free additional baggage" became common knowledge faster than classical campaigns could ever achieve.