The Brandenburg Gate is visited and photographed by millions of tourists every year. It is used as background for TV news reports and newspaper photographs from Germany's capital Berlin. This led to countless image-building media contacts for Deutsche Telekom in Germany and throughout the whole world for a period of two years.

The media team took the client's brief very seriously: the client wanted to book a big and conspicuous location for any kind of promotion. So the media team looked for this location and then proposed one of the most prominent locations in Germany: the Brandenburg Gate was going to be covered for 24 months for restoration. The media planners said: "If it is hidden anyway, why not use it for our purposes? It's the most conspicuous location we could imagine."

This entry shows that if you open your mind and your eyes you can find great media locations anywhere, even in the most unexpected places. And if you spot such a location the challenge is to make this idea come true: be the first one to place your advertising in the most outstanding spots in the world. In this case, it was a success from the first moment the idea was born. And that is why this entry should be a winner.