Our task was to launch a new hybrid and show that C-MAX hybrid was a hybrid vehicle that hadn't forgotten how to be a car. We took a no-holds-barred approach and we created a series of work inspired by the Italian cartoon La Linea. This allowed us to go head to head with Prius V in a playful tone as Dr. Seuss styled voiceover delivered rhymes about the virtues of C-MAX Hybrid. We started off the campaign with print and TV but to amplify and show support we extended it through outdoor, OLA, Yahoo takeover, minisite, and even created one of a kind Instagram stop-motion animation. The work worked and the hybrid became the fastest selling hybrid ever. It also landed us a bronze from North American Effies.