A very "Jeep" Connection from Publicis Middle East - #BehindTheIdea

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Among the various consequences of Covid-19, travel restrictions were the one that left us the most with an insatiable yearning for adventure.

As audiences around the world felt the need to reconnect with nature and adventure, the Jeep brand understood that it was in a unique position to be presented as the perfect link with the outdoors and freedom. And so, looking for a way to demonstrate its presence to social-distanced consumers, the brand approached Publicis Dubaï and Leo Burnett Italy to craft an amazing campaign, created by the Chilean artists Salamagica.

Today we are getting Behind the Idea to learn more about such an evocative campaign from the folks at Publicis Middle East and Leo Burnett Italy.


What was the brief?

Which legitimate role could Jeep play in the actual context (lockdowns, curfews, etc.)?

How did the initial pitch/brainstorming phase go?

It came from my personal experience, I'm a Jeep owner, and in 2020, I took the habit to social-distance by going to really remote places off-road across the UAE, in the middle of nowhere with no one around.

Tell us more about the concept. How did it come to life, and why was it the right choice?

My off-road trips allowed me to reconnect with nature in the middle of the pandemic. Jeep is creating that link between users and the great outdoors. The insight was there in our day to day life. So building on that, we quickly ended up on that exciting idea with the team.

What was the production process like? What was the biggest challenge?

We worked with Salamagica's brilliant, talented CGI artists based in Santiago de Chile.

These three beautiful visuals were fully crafted from scratch using and mixing three distinct techniques: photography, matte-painting, and CGI.

The challenge here was to make the wifi sign out of the materials offered by the respective landscapes. This sign had to be recognizable at a glance, but at the same time, it had to be imperfect enough to be organically integrated into the landscapes.

Aesthetically we wanted these visuals to be beautiful-than-life to inspire our audience to explore the beauty of the great outdoors waiting for them out there.

So the choice of relatable but magnificent landscapes and the lighting was crucial in this art direction.


What is one funny or notable thing that happened during the production of the campaign?

The notable thing is that a global team was involved in this project with two agencies based in Dubaï and Turin partnering. The agent, Anne Lecerf, is based in Paris and the artists in Chile, which made it a pretty unique and global collaboration.

What’s the main message of the campaign and why does it matter?

The message here is going further than merely portraying Jeep as a car that can go everywhere as we see too often. The message here is focused on the driver benefit.

What is the real plus, added value of driving a Jeep? It's that it allows me to reconnect with adventure and breathtaking landscapes, unlike other cars.

What is one unique aspect of the campaign?

The visual code is just so clear and relatable for anyone across the globe.

How long did it take from inception to delivery?

It took a month of ideation and five months of crafting.


What do you hope it achieves for the brand?

To shift the perception from 'Jeep is simply a 4/4' car to 'A Jeep is a real added value in my day to day life.'

Credit list for the campaign?

Agency : Publicis Middle East – One Team FCA

Leo Burnett Italy
Executive Creative Directors : Rafael Augusto, Francesco Martini 
Creative Directors : Mohamed Bareche, Thiago Gouveia
Arabic Copywriter : Ayman Shehade
Art Director : Tina Balaa
Art Director : Noor Akar
Client services director - Leo Burnett Italy : Pieraugusto Piergiovanni
Business lead - One team FCA Dubaï : Bashir Samia
Production : WatchOut
Agent : Anne Lecerf
CGI Artists : Salamagica

Client : Jeep 

Jeep Emea Brand Marketing Communication Manager : Sergio Munaò
Jeep Regional Head of Brand Marketing Communication : Nicola Gibson-Ebdon

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