Six unique oversized sculptures were placed in front of Berlin landmarks. Each sculpture represented innovations from Germany – from book printing to the Theory of Relativity. The sculptures’ striking design and their sheer size were an architectural and engineering challenge. BASF actually developed a special manufacturing process to realise these king-size ideas. Each shiny monument reflected the tradition of ideas and innovation. Together forming the “Walk of Ideas” – one of the largest public exhibitions of its kind.

Images of the “Walk of Ideas” travelled around the world, via CNN, Internet and photo albums. A unique exhibition of ideas was created in the heart of Berlin. The most successful location campaign in German history made “Land of Ideas” a well-known saying and reached five billion media contacts worldwide.