A man in an orange rabbit suit gazes out over a field of cacti. Next to him, a sign reads “Maybe I’m right and the world is wrong” with a cross through the “Maybe”. This is not an advert for a surrealist photo exhibition but a billboard advertising Europe’s third largest bank, Milan-based UniCredit.

The poster is meant to suggest that you should stick with what you are convinced is right, even if everyone else disagrees. While it is probably meant to appeal to the bank’s customers and clients, it also aptly describes the bank’s history, which has seen it take bold steps at times when others have held back.