I love this. Look how they use nature as a canvas with the negative shapes in the subject matter. Very creative. You have to look at the billboards. I would of added a bit more direct response to it, but it is beautiful branding.
Light source above the cut out to project the shadow down. Could try and make the 3 in the cut out a bit shorter than usual, so the shadow cast is actually a perfectly formed 3, and not a stretched one.