What we think determines the way we see the world. And things we have prejudices about, we often don’t see at all. A simple fact the brand Opel is suffering from too. To tear down this invisible wall of prejudices in people’s minds, a conventional marketing campaign won’t suffice. So people were asked in print ads to challenge their prejudices and ultimately get themselves to have another look at the brand on UMPARKEN IM KOPF.DE to ‘U-TURN IN THEIR HEADS’.