Jeep / UAESocial · B2B
Original Copies.
A Jeep campaign in the UAE that put owners' battered, customised and much-loved vehicles in the spotlight instead of showroom-fresh models.
- Brand
- Jeep
- Agency
- Publicis Middle East
- Market
- UAE
- Region
- GCC
The challenge
Rivals can imitate Jeep's design, so the brand needed an advantage that could not be copied.
The idea
Rather than showcasing new cars, the work celebrated muddy, scratched Jeeps along with the owners who name, modify and adventure in them. The community's passion became the message, positioned as the one thing competitors cannot replicate, and the content was framed as made by the owners themselves.
Case study source: Activation Ideas Source ↗
