On International Women's Day, we launched a fictitious Explorer that was missing all the parts made by women.  Designed to start a conversation, it did just that and the campaign exploded overnight with 39 million earned media impressions in 24 hours with zero paid media.  Viewers were driven to an educational site that celebrated female inventors who have been overlooked by the auto industry for too many years. The campaign was awarded by the One Show, New York Festivals, Best of Show at the D Show and was shortlisted 3 times at Cannes.