According to the Federal President: Germany is the Land of Ideas. A campaign, launched by the Federal Government and the German industry, used the chance to present this “Land of Ideas” to the media and the international guests of the Football World Cup 2006. Hence, branding Germany as a modern and friendly nation full of ideas and chances. The communication of this statement around the globe required the creation of spectacular images to show Germany's tradition of innovation and invention, and state-of-the-art high-tech solutions. The images had to be gigantic – impossible for tourists and camera teams to ignore.

Images of the “Walk of Ideas” travelled around the world, on CNN, but also via the Internet and in millions of photo albums. A unique exhibition of ideas was created in the heart of Berlin - an immensely defining and million times photographed image of Germany. The “most successful location campaign in the history of the Federal Republic of Germany” made “Land of Ideas” a well-known saying and reached five billion media contacts worldwide.