Mihály Biró was a Hungarian poster designer best known for his political work in the years leading up to and during World War I. Around 1920, he fled what was known as the White Terror, a period of turmoil in Hungary when Jews and Communists were hunted by far-right extremists in a backlash against the brief establishment of the Hungarian Soviet Republic. He sought asylum in Vienna, Austria, where he quickly established himself as both a commercial and political poster artist. The posters from his Vienna period embrace a variety of styles, reflecting Biró’s understanding of the range of possibilities open to him within the advertising landscape. This is one of many compositions he created for Abadie, a French company that sold cigarette rolling paper throughout Europe. Unlike his other designs for the brand that used humor, romance, and charm to sell the product, this image is incredibly modernist, turning the name of the brand into a suspension bridge across a wide, flat river. The addition of a stark white ship crossing underneath the bridge while a train barrels across the top of it links the product to contemporary modes of transportation in the postwar industrial period. Both are also dwarfed by the sheer massiveness of the sans-serif lettering, an aggressive insertion of the company name and a visual trope the designer would use in many other advertising campaigns, turning brands into buildings and other oversized emblems of modernity. This poster was printed in at least two formats with many textual variants, indicating the popularity and versatility of the design.