Since sales start of X-TRAIL in 2000, it has been successful in its brand position as "tough gear for outdoor sports". It has kept the No.1 position of sales in the Japanese SUV market. For this campaign of full model change, our main issue was to maximise announcement of "New X-TRAIL" by keeping its brand position. We integrated campaign with a concept word of "NO LIMIT", which is based on "X-TRAIL-ness", the idea of challenging beyond one's limit. Then, we started off the "No LIMIT PROJECT" that is a real documentary project. NO LIMIT PROJECT #1 features Travice Rice, a celebrity in the snowboarding world, who snowborads in the mountains where nobody has ever stepped into, with the new X-TRAIL geared with advanced 4WD system.We captured his challenge in detail from every aspect of it. All footage are on the special website, X-TRAIL.net, and it won great popularity. For TV spots, it consisted of edited documentary footage, and impressed NO LIMIT PROJECT strongly. By showing a charismatic athlete, challenging himself, beyond his limit in reality, in various media, it captured X-TRAIL as really tough gear which can go beyond limits. This led to strong bonding with the target. Also, X-TRAIL became a part of X-SPORTS culture for core target who work in outdoor sports seriously. The new X-TRAIL has already achieved its sales goal, and it keeps improving.