'ORIGINAL COPIES'
Jeep is the most copied Automotive brand. But Jeep isn't a car. It's a way of life. Jeepers have powerful bonds with their vehicles. Their Jeeps are an extension of their personalities.
So instead of promoting another Jeep our competitors could copy, we replaced it with a range of Jeeps no other brand could copy - the cars of our community. Their passion for our cars is our greatest advertisement.
At Jeep, we build machines. But it's only when you get behind the steering wheel that a Jeep's soul is born. You can buy a Jeep lookalike anywhere, but a real Jeep will look like you. We don't make Jeep. You do.
So instead of promoting another Jeep our competitors could copy, we replaced it with a range of Jeeps no other brand could copy - the cars of our community. Their passion for our cars is our greatest advertisement.
At Jeep, we build machines. But it's only when you get behind the steering wheel that a Jeep's soul is born. You can buy a Jeep lookalike anywhere, but a real Jeep will look like you. We don't make Jeep. You do.
THE BOARD
THE CASE
THE FILM
It was made entirely using only UGC (User Generated Content) to maintain the originality of our message and feature the uniqueness of our community.
THE POSTERS
THE OUTDOORS
Worth mentioning that we didn't use any mockups for our campaign. It's real animated digital billboards in the streets of Dubai.
And each billboard had the instagram handle of it's jeep owner in one of the shots, which led back to their instagram pages.
Worth mentioning that we didn't use any mockups for our campaign. It's real animated digital billboards in the streets of Dubai.
And each billboard had the instagram handle of it's jeep owner in one of the shots, which led back to their instagram pages.
THE PRINTS
THE PRs
Contagious https://www.contagious.com/iq/article/we-dont-make-jeep-you-do
Campaign Middle East https://campaignme.com/jeep-lets-the-community-put-together-their-latest-campaign/
Arab Ads https://www.arabadonline.com/en/details/ads-of-the-week/Jeep-let-its-community-take-the-wheel-in-latest-campaign-by-Publicis-Middle-East
Little Black Book https://lbbonline.com/news/the-car-brand-that-says-we-dont-make-jeep-you-do/
Creative moment https://www.creativemoment.co/an-adventurous-ad-from-jeep-celebrating-its-fearless-fanbase
Comments Arts https://www.commarts.com/exhibit/jeep-we-don-t-make-jeep-you-do-campaign?fbclid=PAAaZf0QicIMMpy3SoGhoqiV0hnj4J5-Co0rja8kXH8HSYkzg-RBQF5qHj5RE_aem_AfkGB8J7t_NRd5waUmFs18sKuH1wDdou3C3LPBEM_Xl-A191ogkai-Flu8Kntqbf084
Contagious https://www.contagious.com/iq/article/we-dont-make-jeep-you-do
Campaign Middle East https://campaignme.com/jeep-lets-the-community-put-together-their-latest-campaign/
Arab Ads https://www.arabadonline.com/en/details/ads-of-the-week/Jeep-let-its-community-take-the-wheel-in-latest-campaign-by-Publicis-Middle-East
Little Black Book https://lbbonline.com/news/the-car-brand-that-says-we-dont-make-jeep-you-do/
Creative moment https://www.creativemoment.co/an-adventurous-ad-from-jeep-celebrating-its-fearless-fanbase
Comments Arts https://www.commarts.com/exhibit/jeep-we-don-t-make-jeep-you-do-campaign?fbclid=PAAaZf0QicIMMpy3SoGhoqiV0hnj4J5-Co0rja8kXH8HSYkzg-RBQF5qHj5RE_aem_AfkGB8J7t_NRd5waUmFs18sKuH1wDdou3C3LPBEM_Xl-A191ogkai-Flu8Kntqbf084
Insight OOH https://insiteooh.com/article/9350-celebrating-the-essence-of-jeep-a-unique-ooh-campaign-by-jeep-in-dubai
THE AWARDS & RECOGNITIONS
Dubai Lynx International Festival of Creativity
https://www.lovethework.com/work-awards/campaigns/original-copies-1591177
https://www.lovethework.com/work-awards/campaigns/original-copies-1591177
Ads Of The World
https://www.adsoftheworld.com/campaigns/we-don-t-make-jeep-you-do
https://www.adsoftheworld.com/campaigns/we-don-t-make-jeep-you-do
THE CREDITS
Client: Jeep
Agency: Publicis Middle East
Chief Creative Officer: Rafael Augusto
Executive Creative Director: Tuki Ghiassi
Creative Director: Anton Marais
Associate Creative Director: Oussama Founi
Associate Creative Director: Per Kristian Morck
Senior Art Director: Vinicius Maldonado
Senior Copywriter: Pablo Tesio
Senior Art Director: Stefano Chiabrando
Senior Copywriter: Johan Granados
Art Director/Editor: Abdullah Samir
Art Director: Randy Balbon
Motion Designer: Louis Borniche
Senior Designer: Hamdan Muhsen
Editor: Yousef Azhari
Arabic Copywriter: Kamel Zeitouny
Producer: Yousra Elharouni
Business Lead: Jean Traboulsi
Business Director: Stuart Randall
Agency: Publicis Middle East
Chief Creative Officer: Rafael Augusto
Executive Creative Director: Tuki Ghiassi
Creative Director: Anton Marais
Associate Creative Director: Oussama Founi
Associate Creative Director: Per Kristian Morck
Senior Art Director: Vinicius Maldonado
Senior Copywriter: Pablo Tesio
Senior Art Director: Stefano Chiabrando
Senior Copywriter: Johan Granados
Art Director/Editor: Abdullah Samir
Art Director: Randy Balbon
Motion Designer: Louis Borniche
Senior Designer: Hamdan Muhsen
Editor: Yousef Azhari
Arabic Copywriter: Kamel Zeitouny
Producer: Yousra Elharouni
Business Lead: Jean Traboulsi
Business Director: Stuart Randall
Communication Manager: Alessandra Ziade
Project Manager: Karim El Habre
Senior Manager - Content: Maryam Audi
CGI/Retouching: Leap Studios
Music composition: STAUB Audio
Sound design / Mix: Source Sound LA
Post: LZRD
CGI/Retouching: Leap Studios
Music composition: STAUB Audio
Sound design / Mix: Source Sound LA
Post: LZRD
THANK YOU!
