Very few global brands can communicate effectively in minimalistic form.
Jeep is one of them.
Every automaker has their own version of a Sport Utility Vehicle (SUV). Our task was to remind Canadians that Jeep is still, by far and away, the most capable SUV of them all and as a Jeep owner, you’re free to go anywhere and do anything.
Every automaker is now making their own version of an SUV but they lack the credibility of a Jeep. The time was right to remind Canadians that Jeep remains the essence of sport utility and the most capable SUV by far. And sometimes, the most impactful way to breakthrough is through the simplest of approaches. We wanted to create a campaign that could only come from Jeep and celebrate the brand attitude of adventure and freedom.
The simple solution came from the Jeep logo which is one of the most recognizable logos in the world. Combining the logo with images of people who reflect the Jeep attitude of ‘go anywhere, do anything’, led to a minimalistic visual solution that instantly gets our message across. The campaign was optimized for, and executed on, large format digital out-of-home boards for maximum impact. Jeep sales figures increased during the campaign with combined Cherokee and Wrangler sales up 24.6% year over year in the campaign provinces.