Cannes Lions

JEEP PATRIOT

THEORIA COMMUNICATIONS, Tokyo / CHRYSLER / 2008

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Our objective was to raise awareness of the new model of Jeep, Jeep Patriot. By using ‘Our Scale’ as the key phrase, we tried to foster a comprehensive understanding of our concept ‘Our Jeep, just my size’.We wanted viewers to have a sensuous understanding of Patriot by drawing a line focussing on product features. Further, we created the site to foster the understanding of Patriot by visiting the site led by its banner ad. Since this model is an entry level one, our main target audience is those who have less interest, especially women.

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