Cannes Lions

JEEP

KNSK WERBEAGENTUR, Hamburg / CHRYSLER / 2008

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Overview

Entries

Credits

Overview

Execution

We thought about the effects if everybody drove Jeep® vehicles. There would be no more need for streets – and no more need for traffic signs. Thus we placed homeless traffic signs everywhere in public places of big cities in Germany: some crouched on the floor, some sitting on benches and some lying on the benches too, each one of them with a piece of cardboard saying: "Out of Work" with the name of a German website that means something like "www.whoneedsroads.com". By surfing to that website people will be automatically transferred to the German Jeep® website.

Outcome

A lot of people were very surprised, irritated and amused to see the homeless signs. The absurd sight of the traffic signs created attention immediately. People stood and stared and frequently they took photographs. Jeep® website hits clearly increased after the promotion.

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