This campaign started almost at the same time with both press and outdoor. Squirrel and Bear were published on many magazines of general interest and in certain trendy magazines to be seen by our target. These two press ads where also published in newspapers.Outdoor ads were published on main streets and freeways in many sizes.A very important part of this campaign was on the internet. We created a website where people can see mini-commercials, post home-made videos, tell stories and find excuses not to go to work in order to turn any day into a weekend. There were also Banners in many web pages.

This campaign was actually a breakthrough way to approach the consumer of this car's category. It generated interactivity and involvement with the consumer, mostly because of the website, where they could (and still can) upload videos and post comments for example.