City Light poster and image of the "Spiegel" match perfectly. People see the posters on their way to work, on their way home, or while shopping. We bring the "Spiegel" back in their minds and encourage them to buy and read the magazine. Follow up motives ensure the long term campaignability.

"Spiegel" is a magazine that is well known for its profound background research and multi-faceted articles. This philosophy is expressed by the claim that "Spiegel-readers know more" and is exactly what we reflect with our CLP. We want to encourage people to really explore our CLP and to buy "Spiegel".

The CLP's were talk of the town and highly appreciated. People gathered around the posters, discussed them, were surprised and amused. And they spent more time in front of the motives because they were engaged in the discovery of the details.

Viewers seeing the CLP will be surprised, because the well known images reveal a new story. Many icons - instead of the usual matrix dots - form the face of a prominent person. All of these icons are part of his personality/work and give the viewers more background to his life. This surprising discovery leads to a closer and profound examination of the topic as well as of the magazine. Which proofs the claim again.

We choose City Lights which were located at airports, at bus stations or near the subway, with lots of traffic around. Waiting areas where people spent time and were easily bored. We show them a motive that seems to be simple at first sight but reveals surprising and fascinating aspects when you look closer. It involves people and leads to a longer examination.