The campaign briefing had both ecological image and tactical commercial purposes. The client wanted to say the Polo Bluemotion (the most environment friendly VW car) emitted less CO2 than the Mercedes Smart model. This was almost impossible to say since Smart car CO2 emissions were the lowest in the car market at the time. To solve that problem we came up with an ecological and mathematical formula that allowed us to say so. From now on, for every sold new Polo Bluemotion, VW would plant and maintain 7 trees to absorb part of the Polo produced CO2.