Italy is the country with the highest tax rate in the world. We have more than 100 different taxes. There is even one on mushroom picking…It’s common for us to say “Taxes keep me awake at night”. We used a simple tax reminder radio ad to help night drivers to stay awake…

Autogrill, is the world leader in food & beverage service for travelers, with more than 600 coffes and restaurants on the Italian highways. The company is always active in promoting safe driving with a “free coffee after 12am” campaign.