The creative idea was exactly based on the specific insight. New Perspectives on your own country.In the weeks leading up to the i-List special, major cities across Germany discovered unique and intriguing art installation: The CNN “mirror lakes”.The up to 400 square-meter installations were composed of 2.500 polished stainless steel plates having a total weight of 3,5 tons.The playful installations not only served as a memorable show announcement, but also afforded the viewer an engaging experience, where they were literally part of the communication.The mirrors offered them exciting new views of their environment – showing them things they might not have otherwise noticed.

The action was covered by German Press, local TV and influential bloggers. Images and videos of the installations quickly spread online, drawing more and more people to the project as it toured through Germany.

CNN’s German Facebook Community grew by 5,000 members in the first week of the action, whilst CNN’s i-list microsite attracted 95% more hits than usual.