TASK
Show Jeep as more than an off road vehicle by highlighting how deeply it can be customized around the driver.
Turn personalization into something instantly visual and easy to understand.
Make Jeep feel like a machine you do not simply buy, but build around yourself.
Show Jeep as more than an off road vehicle by highlighting how deeply it can be customized around the driver.
Turn personalization into something instantly visual and easy to understand.
Make Jeep feel like a machine you do not simply buy, but build around yourself.
OBSERVATION
Jeep owners rarely leave their cars exactly as they bought them. Customizing it is part of the ownership experience.
Jeep owners rarely leave their cars exactly as they bought them. Customizing it is part of the ownership experience.
INSIGHT
For Jeep drivers, the car is never really finished. There is always another way to make it yours.
For Jeep drivers, the car is never really finished. There is always another way to make it yours.
BIG IDEA
Built To Be Rebuilt
EXECUTION
The Jeep is recreated entirely from building bricks, turning its endless customization possibilities into one simple visual metaphor. Like a toy you can rebuild again and again, every part feels open to change.
The Jeep is recreated entirely from building bricks, turning its endless customization possibilities into one simple visual metaphor. Like a toy you can rebuild again and again, every part feels open to change.
ART DIRECTION
A realistic desert setting contrasts with a Jeep constructed from thousands of toy like bricks. The familiar Wrangler silhouette stays instantly recognizable, while the modular construction makes customization visible at a glance and gives the vehicle a playful but capable attitude.
A realistic desert setting contrasts with a Jeep constructed from thousands of toy like bricks. The familiar Wrangler silhouette stays instantly recognizable, while the modular construction makes customization visible at a glance and gives the vehicle a playful but capable attitude.
Agency: Publicis Groupe
Client: FCA / Jeep
ACD: Jaison Samuel
Art Director / Visual Artist: Ahmed Mostafa
Making of
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