Judas’ Ass is a Portuguese expression used to describe something that’s really far away in the middle of nowhere, but it also used to be a place, appearing on several maps from the Portuguese army. For our latest campaign, we are trying to get it back to its rightful place, to show everyone that Dott delivers everywhere in Portugal: even in Judas’ Ass.
The campaign created a trend and then a landmark - a proper one. The local government put up a street sign, it was featured on both local and national TV Station, the area gained a zip code and was added to Google Maps and Waze and, the icing on the cake, the local tourism agencies started selling tours to a place that one month earlier no one knew about.
