Challenge While new transportation apps were being legalised and breaking download records, the popularity of the taxi class was at its lowest point. mytaxi, the leading taxi app in Lisbon, challenged us to break that news cycle. Solution Based on the insight that taxi drivers know Lisbon better than any app, we created a content-driven integrated campaign called "Fora do Mapa” (Off the Map). We invited 3 Portuguese personalities for a taxi trip to an undisclosed location in Lisbon. The experience originated a branded web-series with 3 episodes.