The objective was to launch the new Jeep Wrangler Unlimited, the world's first 4-door wrangler. Since Jeep has always had a close association with nature, it seemed appropriate to introduce it as a new species, therefore the new Wrangler Unlimited became the 'New Species from Jeep.' The 'New Species' was first introduced at the New York auto show and later appeared in magazines, on billboards and wallscapes where its infestation could not be contained. The actual insects were created by arranging varioius outdoor gear on top of the Jeep, which further conveyed the sense of fun and adventure that comes with every Jeep. In early executions the new species was displayed in a shadow box, as an insect would be, so people could familiarize themselves with the new features that made it a new species. Later executions showed the new species out in nature climbing, crawling and having fun, just as any Jeep would.