Jeep, There's Only One Brand Campaign

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Jeep was the cool kid car in high school (I had a 2001 Taurus, thanks Grandma). The brief was “make Jeep as cool as it used to be in the eyes of young drivers”. I learned a big lesson: chasing the next cool thing  won’t make you iconic, owning who you are will. Jeep didn’t need a reinvention. It just needed its swagger back. 

 

Issue: As Rivian, Bronco, and Defender copied the rugged look, Jeep risked blending into a sea of wannabe adventurers.

​Insight: Jeep doesn’t borrow the adventure story, it wrote it. It didn’t follow a trend. It created the category.

​Idea: In a world full of SUVs, There’s Only One Jeep.

​Impact: We reminded people that Jeep isn’t styled for adventure, it is adventure, unapologetically messy hair and all.