The campaign consisted in 10 billboards that simulated the official signs format of "exit" in which only a Jeep can entry. The billboards were in a federal zone, that was never before commercialized, because it was considered a prohibitive zone.

Because the contrast of the terrible road media diffusion and the campaign, we obtain free advertising (TV, Internet, radio and press). With only 0.2%(18,000 USD) of out of home budget, we can excite more than 25,000,000 people.