Cannes Lions

CAR VS. JEEP

LEO BURNETT TAILOR MADE, Sao Paulo / JEEP / 2016

Presentation Image
Digital Proof JPG
Digital Proof JPG

Overview

Entries

Credits

Overview

Description

We created a series of posters to visually and directly convey the difference between a Jeep and an ordinary car.

With minimalist illustrations, the posters compare places where a Jeep can go with places where an ordinary car can go.

This way people could quickly see, without the use of many words, the difference in owning a Jeep.

Using as a reference the Jeep logo, the illustrations were created to perfectly set the logo into the places where only a Jeep can go, like the top of dunes, snow-capped mountains and canyons.

Execution

Using simple lines and few elements, the posters had interesting contrasting colors, with each poster based on just one or two colors.

In all the posters, we used the Jeep logo as a starting point for the illustrations. It’s always located in the top right corner and, at the same time, in places where only a Jeep goes.

The settings of dunes, snowy mountains and canyons were chosen based on the brand being identified with these landscapes.

The posters were printed in size 78cm x 55cm and placed at Jeep dealerships around the country, catching people’s eye whether from a distance or up close.

Outcome

Present for less than a year in Brazil, Jeep has already become a great sales success, becoming one of the major players in the competitive Brazilian car market. Its first car launched, the Jeep Renegade, reached 5th place in the ranking of top-selling cars, something previously unheard of for an off-road vehicle.

Today, the Jeep brand is firmly consolidated in the minds of Brazilians as an automaker that offers more than just a car. It offers a Jeep.

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