Promarché - now in back to school mode. Actually this is too subtle - pack to school. Sure the apple as earth globe and the pain de pie as cover of the backpack gives it away a bit more, but the smartness is there. Perhaps it is a case of blink and you'll miss it, but I love how this turns out to be. Well in the end the message is clear, creative and hopefully easily readable on the highway as cars speed by.