Cannes Lions

Jeep - X Ambassadors | Renegades

INTERSCOPE RECORDS, Los Angeles / JEEP / 2016

Awards:

1 Shortlisted Cannes Lions
Case Film
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Overview

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Credits

Overview

Description

Playing cultural matchmaker on the sly, we tasked X Ambassadors to create an original song just with the theme “Renegades.” They responded with what was to become the smash hit “Renegades” off their breakout album VHS.

Execution

Once launched, “Renegades” became the brand’s official anthem, with lyrics epitomizing Jeep’s renegade spirit. “Long live the pioneers, rebels, and mutineers.” Jeep integrated the song—and band—into all of its global advertising, allowing the music to reach millennial consumers in a credible and real way. The campaign’s first spot premiered during the iHeart Music Awards, simultaneously introducing the brand's campaign along with the track, which received heavy radio play. X Ambassadors reciprocated the effort by integrating the Jeep Renegade into numerous content pieces, including their official music video, behind the scenes features, and more.

Outcome

“Renegades” raced to #1 on the alternative charts, becoming the first song in 15 years to reign as the #1 Alternative Song for 12 weeks in a row. It ended up as Billboard’s #1 Alternative Song of the Year, went Platinum or Multi-Platinum in nearly every country around the world, and has been streamed over 132 million times on Spotify alone. In addition, the campaign propelled the Jeep Renegade to #1 in its class, outselling long-standing competitors in its first year.

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CONTACT

STELLANTIS, Buenos aires

CONTACT

2024, JEEP

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