Because the EcoSport is an off-road vehicle, the brand values it always proposes are contact with nature and practice of outdoor sports. This year, to communicate the launch of the new limited edition, we had a serious problem: the EcoSport had nothing new to communicate. It was the same EcoSport of the previous year. Taking advantage of the relationship with the running world, we came up with the idea of adding a new feature to it: A personal trainer, adding a novelty to a product that had no novelty to offer.Birth is one of the spots of the three piece campaign. It presents with humor the new feature of the EcoSport: The personal Trainer. And it strengthens the relationship of the brand with the runners consumer niche, the target of the brand´s Limited Edition.