“Hey Franz, bread roll?” A simple question that probably makes instant sense to millions of people in Germany — and for Nutella, it became the perfect starting point for a high-impact out-of-home experience.

For the campaign, we created an Exclusive Ads mural that combined classic façade advertising with a spatial illusion. Four artists brought the artwork to life using around 80 spray cans over six production days. This was preceded by three weeks of intensive preparation to fine-tune the mural’s special effect down to the smallest detail.

The highlight of the project was the structural installation on the right side of the façade: a custom-built construction created the impression that someone had actually taken a huge bite out of the Nutella bread roll. Instead of chocolate spread, the brickwork behind it suddenly became visible. The boundary between advertising artwork and real building structure was deliberately blurred, turning the façade itself into part of the story.

This effect was enhanced by precisely executed 3D painting, using perspective, shadows, and material textures to create a strikingly realistic illusion. The bold red and brown tones of the artwork added maximum visibility from a distance and made the familiar Nutella world instantly recognizable in the urban landscape. Bright, attention-grabbing, and surprisingly realistic at the same time.

The result was a mural that wasn’t just seen — it made people look twice. Because this is exactly where classic advertising ends and the power of Special and Exclusive Ads begins: when passers-by stop for a moment, take a closer look, and wonder whether someone really has bitten a piece out of the façade. That exact moment is what turns an advertising space into an experience.