The BMW M3 Coupé transcends limits. A car that delivers unbelievable performance from minimal resources. To make this clear, an advertising medium will be used which itself transcends limits. Under the motto "Exceed Maximum", a 50 metre long and 2 metre high wall of light will be installed in the arrivals hall of Hamburg Airport.

The idea, developed by Serviceplan Hamburg, shows how both a car and an advertising medium covering some 100 square metres transcend limits in the truest sense of the word: the headline consists only of the top halves of letters, which are only made into a legible whole as a result of their reflection on the floor of the hall.