BRIEF: BBDO Mexico faced the biggest challenge ever: to strengthen the Jeep brand among our target, showing the essence of the brand, highlighting its unique capacity and performance off-road, with a ridiculously low budget.
SOLUTION: We used 3 affordable billboards, out of town, picking Mexico’s busiest highway, with perfect timing: summer, and integrated them to the highway by resembling official signage just through colors and typography. By having the exits pointing to unexisting roads, we demonstrated Jeep’s off-road power automatically.
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