Cannes Lions

Beauty in Dirt

LEO BURNETT MOSCOW, Moscow / JEEP / 2016

Awards:

1 Shortlisted Cannes Lions
Presentation Image
Presentation Image
Case Film
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Overview

Entries

Credits

Overview

Description

Many drivers hate dirt. But some drivers see it differently. We made the experiment transforming their back dirty car windows into breathtaking landscapes seen during off­-road drives. It was invitation to the test drive for Jeep Territory in Moscow.

Execution

We create an unusual experience for potential consumers in front of local hypermarket at parking.

After drivers leave their cars our artist create beautifully crafted graphics on the dust and leave the message "Beauty in Dirt" in inviting to the Jeep Territory.

The campaign started offline with experiment and made a huge buzz online with the film.

Outcome

- only 64 offline interactions lead to 236 000 full video views on social media;

- 50 000 000 people online impressions with only 405 euros spend on media;

- 30% more test drive bookings to the Jeep Territory after first week.

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