As creators of the 4x4 traction system, Jeep developed their global communications strategy anchored in 4 fundamental pillars: Authenticity, Adventure, Passion and Liberty. In this new stage, a challenge was raised that broadens the brand’s spectrum in the off-road world: tell the adventure using mud as a visual and grit as a narrative element.
1./ Mountain Day
The most iconic element of the brand renews in this 2020 version. December 11th was International Mountain Day – the ideal excuse to relaunch the new Jeep Wrangler. We developed a campaign that invites all of us to live a unique experience, with the mountain itself as protagonist. We challenge adventure seekers with the campaign “The mountain awaits”.
The new experiences platform, JeepExperience.com, needed a fresh communications strategy that invited people to choose a different path, away from the well traveled familiar places. This campaign (based on pictures of real tourists produced by the British photographer Martin Parr) reinforced that the free spirit adventure seeker – the core of the Jeep brand – doesn’t follow the herd.
In this campaign Jeep presents its new high fidelity sound system, reproducing the way we hear sounds in nature. So we turned to the famous mountain chains of Latin America for help. From their peaks and valleys, we created an original composition reflecting the rugged luxury of Jeep perfectly. The results? A spectacular demonstration of a key new feature that received a lot of attention in the press and helped drive sales.
The success of this campaign has led Jeep to think about the scale of this project and the possibility of creating a symphony of famous mountain chains around the world. Music to our ears.