In order to give the conversation a non-commercial, holistic footprint, the campaign moved its first steps with an exhibition at the Museum of Science and Technology in Milan. The structure of the exhibit invited visitors of all ages to get familiar with the different technologies that Ford inserted in its cars, and introduced the “silhouettes” protagonists, that with their simple and ironic questions represented people’s common feelings about technology. As the “silhouettes”also featured on the posters outside the museum and on print ads, the campaign moved on, via different media, gaining momentum: the Social Media Week in Milan and the Bologna MotorShow amplified the relevance of Democratizing Technology, both among trendy opinion leaders and simple car enthusiasts. Sky and Discovery Channel dedicated videos to the exhibit and more resonance was gained through PR, guerilla actions and banner campaign. The microsite allowed everybody to visit the exhibition 24/7.

The communication activity had the exclusive objective of generating awareness about the "Democratizing Technology" exhibit at the Museum of Science and Technology, as a mean to assert Ford's industrial philosophy, meant to highlight their constant commitment in making all the newest, smartest technologies accessible and affordable to everyone. Therefore the most relevant results recorded regard the number of visitors of the exhibit at the MUST (45,123), those of the stand at the Bologna MotorShow (31,000) and those of the microsite (37,646), from September to December 2011.