BMW commissioned Serviceplan to design a billboard for the Hamburg airport. illuminated billboard with letters half cut; the natural reflection of the sign on the shiny floor would now spell “Exceed Maximum.
The poster comments on the subject (racism) in a non-direct way, trying to invoke the reader visually into the inevitable conclusion. It has multiple reads, that provoke critical thinking and raise awareness on the subject and its results globally.
I haven't seen a typographic design quite like this one. It tells a story within the design. Using elements of the tale, Snow White, it captures more than just the number The simplest design elements can create a story from typography.