Cannes Lions
F.BIZ, Sao Paulo / JEEP / 2018
Overview
Entries
Credits
Description
Advertisement, regardless online or offline, if they don’t catch your attention
within seconds they are considered failed. It takes something truly creative to
make people pay attention, and stand out of the crowd.
To raise this perception and make Jeep an increasingly authentic and
recognized brand for its off-road attitude, we wanted to celebrate this very
special day in a simple and impactful way.
What if we could use elements of the newspaper itself to communicate this
concept in a super innovative way?
Execution
We changed the newspaper design, replacing the "4/4" date format with 4x4. A
front-page ad drew the reader’s attention to the fact and in each new section we
reinforced the message.
An ad on the cover of the newspaper drew readers attention to something
unusual. And in each change of the section, a stamp reinforced the message.
Outcome
On April 4, approximately 397.000 people were reached throughout Brazil. And
in digital media, we also impacted the Estadão and Jornal do Carro digital
readers, changing the date of the news.
? 321.000 people reached,
? 2.8 million impacts,
? 7.200 visits to the websites
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