'Go Beyond Borders' was launched as an ambient concept to mark the anniversary of the fall of the Wall. The core medium: 40 kilometers of adhesive tape marking the former border between East and West Berlin. The tape was used as a carrier for CNN’s message and was highly visible to the scores of international visitors who came to the city for this special event.Along the red line, the tape artist EL BOCHO depicted places and images that people would rememberInformation panels in several languages informed people about what was going on. The integrated QR codes invited people to share their own thoughts and experiences. The production was also accessible to an international audience via Google Maps. Photos, reports, blogs, social media, videos and of course the artwork of El Bocho all contributed to ensuring that the broadcaster’s new slogan truly made waves ‘Beyond Borders’.

- CNN’s new slogan was communicated to over 2 million people on the streets during the Anniversary celebrations.- CNN International begins dialogue with new audiences - never reached before by traditional marketing.