Our objective was to find a way to introduce the new SONY NAV-U to the Portuguese market that is already saturated with offers of GPS devices.We were asked to come up with a new approach, one that would get the attention of the typical buyer of this kind of product which is: urban people that drive everywhere, are into new technologies and live without being able to waste time.

Starting with the concept of being trapped in a maze, we then applied that concept to the experience of driving in an unknown city and came up with a map without the names of streets, roads, buildings, landmarks, etc. Thus turning the map and the city into a giant maze.The headline “Não faça da Estrada um labirinto” can be read on the other side (with a complete map) and has a double meaning: “Don't turn the road into a maze” and “Hit the road, not the maze”.

The data was still not given by the client but the immediate reactions we got from the people of the streets was very positive. Given the usual way of advertising GPS devices (outdoor and press) we believe to have found a innovative, creative and funny way of getting through the final consumer of this kind of product.