Launch the Wrangler Unlimited, the world's first 4-door Wrangler. The goal was to convey 4-doors, yet still show a sense of fun and adventure. Thus the introduction of a new species.

To create buzz,4 brochures each featuring a different bug, were distributed at the NY Auto Show. A TV campaign featuring 4 commercials was later launched to further introduce the species to the public. Wanting to infest the area where people worked and lived, we unleashed an outdoor campaign that consisted of billboards, wall/storescapes, wild postings, taxi-toppers and bar danglers. Newspapers and magazines were also a breeding ground and continued to educate people about the new species. As public interest in the campaign grew, an 18-city species tour was launched. An actual Wrangler with gear on top was placed in a large jar so people could get a closer look.