Women's slavery showcased

A disturbing confrontation to the reality of women trafficking

A transparent suitcase in an airport becomes the support of an operation to raise awareness against women trafficking

TitleWoman in a Suitcase
Campaign Woman in a Suitcase
Advertiser Amnesty International
Brand Amnesty International

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PostedOctober 2009
Product Subscribers Only
Business SectorSubscribers Only
StorySubscribers Only
Media Type Case Study
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Executive Creative Director Ma....as H....ck Subscribers Only
Chief Creative Officer Al.....er S...ll Subscribers Only

About Serviceplan Group

building best brands

What binds us all together is the passion to develop and to coach fascinating brands. Brands that are economically successful and that evoke emotions in the minds of consumers – in other words, best brands. Innovative communication is the path to this goal. That means finding new ways to move the hearts of consumers: creatively, through media, technologically and by integrating all three.

Our vision is to provide the most modern and most efficient agency model for international communications. That means combining global thinking with local action. We are standing up for this belief with our "House of Communication" agency model. These centres combine classic, media, online and research under a single roof. At every House of Communication, we can therefore develop globally integrated campaigns for our customers. However, an idea is only as good as its implementation in the respective market. 

Latest News

THE 7: Serviceplan and BMW Present New Model of Luxury Series

Serviceplan Campaign International and BMW present the third model of the new luxury series With THE 7, which follows the BMW 8 Series Coupé and the BMW 8 Series Cabriolet presented in autumn 2018. All models are under the umbrella of "Bayerische Motoren Werke" and feature a redesigned logo for the new self-image in BMW's luxury segment.

Serviceplan Campaign International conceived and implemented a TV spot (45 and 30 seconds) in the course of the global market launch of THE 7, which begins in January. In addition, the team also created a product highlight film and various cutdowns for all channels.

The spot "Above The Clouds", Directed by Dan DiFelice out of Tony Petersen Film GmbH/ Carlo Walther, conveys in a metaphorical way how important it is not to let oneself be held back by external and internal resistance, but to courageously and self-confidently forge your own path.

The narrative of the TVC shows a “pilot” making an unusual decision when a bad weather front prevents a private plane from taking off. Instead of the plane, he accelerates his BMW 7 Series over the dark, rainy runway. The Driver’s route leads him through the clouds towards the sky and the sun, higher and higher, until he finally breaks through the top cloud cover on a pass road. Up above the clouds and storm, the driver experiences a moment of sublime and breathtaking beauty - a luxury experience otherwise reserved for pilots. 

"From my point of view there is hardly anything as majestic as an airplane breaking through the clouds. We are proud to accompany the international roll-out of the model with this campaign and thus further establish BMW's luxury segment as an independent product category under the umbrella of 'Bayerische Motoren Werke'" explains Florian Klietz, Managing Director and Partner at Serviceplan Campaign International.