A very simple idea executed with depth. That’s what it took to launch the network’s new tagline ‘Go Beyond Borders’.

Taking advantage of the 20th anniversary of the fall of the Berlin Wall, CNN put a red tape throughout Berlin showing the former position of the border. The artist called El Bocho (slang for ‘someone very clever’) also created graffiti art, installations and posters with QR codes for people to find out more or share their own stories.

Apart from the 40 km of Go Beyond Border tape and the art on ground, the campaign used a Flickr photostream, a YouTube channel and Google Maps to create a social web of history and stories.

Part tribute, part brand positioning, part consumer engagement. Doesn’t a brand take a totally different dimension when it demonstrates its values in real life?

Regional Executive Creative Director, Geometry Global Asia Pacific