Cannes Lions

Off The Grid

HIGHDIVE ADVERTISING, Chicago / JEEP / 2023

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Overview

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Credits

Overview

Background

Jeep owners are understandably skeptical of the capability of electric vehicles. The category is packed with competition that simply can’t survive in the rough terrain beyond the city limits, which is where Jeep Wranglers thrive. So we wanted to reinforce that the electrified Wrangler 4xe offered as much freedom and capability customers would expect from any Jeep vehicle. Our solution? We showed the Wrangler breaking away from the place where most of our competition is stuck – the city grid.

Outcome

These posters were hung in dealerships near electrified 4xe vehicles and also featured at a public Jeep Offroading Event (Easter Jeep Safari in Moab, UT) where Jeep fans come to indulge in off-road adventure courtesy of the latest and greatest vehicles – including the Jeep Wrangler 4xe. The poster design invited people to look closely, questioning what the little burst of light in the darkness was. The design was a clever way to show that all Jeep vehicles - even electrified ones - can go anywhere and do anything. This message was further reinforced when the posters were displayed in the 4x4 off roading mecca: Moab, UT. Viewers couldn’t be further off the grid than in Moab and were further dazzled by the off road capability of the Jeep Wrangler 4xe after seeing it dominate the Moab terrain in person.

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