The main message of the campaign was to demonstrate the amount of dust and dirt accumulated on the vehicle during a short period of time. To do this, advertising agency proposed nontrivial and effective solution:

1. Billboards of 3x6 meters size, depicting a clean car, were place along main Moscow roads.

2. The right half of each billboard was treated with a special sticky solution, accummulating dirt, so each day right half became more dirty than left, untreated half of the image.

3. To attract the attention of drivers to the image, special digital timer was mounted on the sticky side, counting time since the installation of current billboard.

Additional informing of residents and motorists about the campaign was carried out by placing posters of 1.2x1.8, 3x6, 5x15, and 2.7x3.7 meter format near major transport hubs and roads.

As a result of the campaign, the message 'Clean Car - Clean City!' was seen on Moscow streets for two months, becoming one of the most ambitious social action in 2012.