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Helmut & Johanna Kandl

Your Way to the Top, Germany,2003

Digital print, 435x123 cm.

As part of an educational campaign conducted in Vienna in the context of a socio-economic project, posters designed by artists from across the continent, were hung on city billboards.

The work by Helmut and Johanna Kendal treats labour not merely as a means of man’s physical survival, but also as an instrument for improving his conditions and status.

The working class child stilling his hunger with a slice of bread is only a phase that man sets for himself in fulfilling his essential needs. The boundaries are fixed by ability and possibility. Accordingly, man shall not live on bread alone. His expectations reach far beyond on the way to the top.