Don't text and drive: you either see the letter or the danger. This is a fantastic example of how clever use of space can make a big impact. An innovative idea that really drives home the dangers of while driving. by Leo Burnett for FIAT
The meaning of the word "missing" is portrayed frm the absences of stem of the letter "i". By leaving the titles, it portrays that a part of the letter has been removed, reinforcing the meaning of "missing".