The brief was, to introduce Mercedes Benz' highly innovative BAS PLUS brake assist system which is standard in Mercedes Benz S-Class and uses radar technology to read the street.

We decided to illustrate the advantages and the mode of operation of BAS PLUS literally: we transformed "reading the street" into a typographic design, showing a world built of words and focusing on one potential danger ahead.

Soon after the campaign's release, dealers reported a significantly increase of interest regarding the BAS PLUS brake assist system.