2022 Winners & Shortlists

Background

The new Wrangler Rubicon 392 - the wildest, fastest, most powerful Jeep, ever. It’s the car most Wrangler fans had been waiting for - a 6.4litre HEMI V8 engine, 470 HP, and desert rated. For the 2021 Middle East launch we wanted a campaign that was different to the usual product launch with fast driving shots, sand spraying and epic scenery. Coming off the back of a year predominantly spent confined indoors, we wanted to connect with our audience on a deeper, more visceral level and convey the sense of freedom and adventure that awaits with the new 392.

Describe the creative idea (40% of vote)

Jeep is all about freedom and adventure, and the new Wrangler Rubicon 392 is pure power at your command. The kind that makes you want to break free from the responsibilities of life, put your foot down, and drive. It’s about feeling a sense of freedom, every time you get behind the wheel. We wanted to capture this feeling that reaches into the depths of human desire to be free and invite off-road enthusiasts and adventure seekers to do that in the new Wrangler Rubicon 392 with a strong and emotive call to Rewild Yourself.

Describe the execution (40% of vote)

We showed people places in the region like they had never seen before. Aerial views of wild, unexplored landscapes in each country that invited those with an adventurous spirit to come explore. There is something evocative and beautiful when you see deserts, mountains and flatlands from above, so we let the natural designs of the earth; the topography, the vivid colours, the shapes through the different terrains, draw people in. The series of wild earth posters were created using satellite imagery and were accompanied by coordinates for those that wanted to venture out to the exact locations. To create the images we scouted locations across the different countries in our region and worked with satellite companies to procure the images. The posters were placed at Jeep dealerships where prospective customers could check out the new car and see where it could take them, as well as outdoor and digital advertising.

List the results (20% of vote)

Supported by the launch of the long awaited Rubicon 392, 2021 was Wrangler’s best sales year with a 37% increase in sales over 2020. Jeep brand sales in the region increased by 29% in 2021 led by the highest sales ever for Wrangler. The first batch of Wrangler Rubicon 392s sold out across the region in the first month of launch, and there has been a lot of excitement and interest from the local Jeeper communities with many people taking test-drives in all markets. The overall Wrangler Rubicon 392 campaign has performed extremely well across social media platforms - scoring high in terms of metrics and exceeding benchmarks for two consecutive months, and reflecting people’s interest and excitement in the new nameplate and content.