What we did was to contact a national daily paper to propose something a little different: a slight modification of their 'Weather' section.So readers would discover that the weather map maintained its regular format, but instead of the symbols for sunny, cloudy or rainy, they would see cars with the top all the way down, halfway down or closed, depending on the weather forecast that day in each region of the country.

All readers could thus see the world the way a SAAB 9-3 Convertible driver sees it.