The essence of the 'Stick to the Road' idea is in the way the billboard has been 'deconstructed'. It was done as true as possible: board taken off the construction and put down. Clear and credible.

Massive coverage in national newspapers and blogs. National press specifically mentioned the event as "a smart answer of a car manugacturer to the problem of finding ways to differentiate from competitors." In it's fierce struggle with newcomers on its market-segment, the RAV4 was able to maintain its number one position.