Jeep: Higher Ground
Project Details
- ClientJeep
- Services
- Art Direction
- OOH Strategy
- Copywriting
- Brand Positioning
Reconnecting a legendary brand with its untamed roots.
The Challenge
In a market flooded with 'rugged' crossovers that never leave the pavement, Jeep needed to remind the world that it isn't just a vehicle style—it's a capability. The challenge was to cut through the lifestyle noise and speak directly to the spirit of exploration that defines the brand.
The Solution
We created 'Higher Ground,' a global OOH campaign that places the vehicle in its natural habitat: the edge of the map. Using breathtaking landscape photography and minimalist, confident copy, we stripped away the features list to focus on the singular benefit of owning a Jeep: absolute freedom.
The Results
The campaign rolled out across 15 countries, generating a 25% increase in test drives for the Wrangler 4xe. The 'Go Where The Trail Fades' billboard became the most shared OOH asset in the brand's history on social media.
