SUVs have traditionally been talked about as all terrain vehicles, but we wanted to communicate their real use: As vehicles that never really leave the city. Five cities were chosen for their capacity to challenge the Q5.Once they had registered on the website, the users became hunters and chose the story they wanted to follow for the “search and capture of the new species”. Once captured, the story kept in touch, emotionally, with the new client, through mailing, e-mailing and text messages, until he took possession of the Q5.Isn’t that how species evolve?