Peugeot needed a makeover in Germany, but no product launch were in sight that would support a radical new direction. We started a 360 degree decoding on customer needs, competitive positioning, semiotics of emerging cultural concepts, and on Peugeot's design language and brand touch points. Rather than just talking about boring product features, we found out that more than other brands Peugeot is a profound alternative to mainstream and establishment. A brand that has the hidden power to communicate a modern set of values and that, at its core, represents a commitment to a young neo-existentialist culture. The result. No matter what you do, only you have to feel good about it. Our brand idea for Peugeot resulted in the successful "Impress Yourself!" campaign.