We tease the campaign by suddenly putting up billboards all around the world, featuring individually numbered cars.

We then reveal what these are, and what our campaign is all about. Every splash page features a story about the car, and a mini documentary telling its story further.

As each numbered car is purchased, we make its absence known.

Ride your car, Share your memories. Each of the last 35 buyers will get the chance to share the memories they make with their new car. We will give them a go pro to film with, and an exclusive social account they can share their videos on.