Within three weeks, create an unusual exhibition stand that represents BBDO Germany as the “red dot: agency of the year 2010” in the red dot design museum.

The stand should inspire a demanding design audience and include the exhibition site – the closed coal mine “Zeche Zollverein”, that belongs to the UNESCO world cultural heritage. Furthermore it needs to reflect the topic ‘communication‘ adequately, and build bridges from the past to the present and the future, as well as informing about BBDO’s outstanding quality in the design of corporate and product brands.

900 guests and 35 journalists joined the ceremony; more than 9,700 visitors saw the exhibition. National dailies, special interest and regional media reported. They had a print run of approx. 3,139,507 copies.

Out of coal, which was raised on the site of the “Zeche Zollverein”, an oversize QR-Code was built. The installation with the title ‘COMMUNICATION – TODAY’S RESOURCE’ symbolised the bridge from the Industrial era to the Communication age and combined their resources – coal and communication - with each other. If a visitor took a picture of the code with his smart phone, a virtual showroom opened on the display, which simulated the physical presence of BBDO work.