One of the key factors of the system was the art direction. We created a playful environment completely modelled and animated in 3D. An exciting feature was the hybrid navigation: mouse clicks plus smiles, which was accomplished through face mapping and detection technology.

Over 1 million unique visitors in just three weeks plus over 4 million smiles shared on social media. In a very short period of time, the up! made it to the top 10 best-selling cars in Brazil in 2014.