We changed the brand signature, from "Make life a ride" to "Ride has no gender" on the press ad. We displayed a shelf full of gendered toys for girls and created a visual accident by integrating a small miniature motorcycle that usually has no place on this shelf... although it should. The tagline "Merry Christmas girls" emphasized the idea because we published the print just before Christmas. The QR code on the press ad linked to a dedicated page that presented all of the brand's actions and offered to receive the miniature bike for free.