BEAUTY IN DIRT

When other brands create SUVs to fight dust & dirt. Jeep creates cars to make you enjoy wild nature.

We shoot real experience for potential consumers at local supermarket's parking lot. As drivers leave their cars, our team draw beautifully crafted graphics on dusty rear windows and leave an invitation to Jeep Territory.

This is an old project from 2015, but no less a favourite. Back then I really wanted to win festivals and for 1.5 years I took ideas to various creative directors at Leo Burnett. And the idea was accepted within the agency. Most importantly, it was accepted by the client, as the brand does not do much marketing communication in Russia.

We went for a Jeep test drive where you drive over logs, puddles, mud. And it's an incredible experience. The Jeep loves off-road and mud so much that it even has a test drive like that. We thought it was a car for those with the same DNA, for those who like to drive off pavement. We also realised that not many people know about this test drive, and once you have tried it, you don't want another car.

So, we've decided to point out the dirt cars people come to the mall (next to the test drive site). If you like mud, you should definitely stop by and try the Jeep out. While people were shopping in the shop, an artist would draw nature's landscapes on the back windows of the cars and leave an invitation to take them for a test drive.

When people came in with their purchases and wanted to load their bags into the boots they saw this beauty. Honestly, we were afraid the drivers would get angry, but everyone took it very positively. And the shooting was super fun.

One person was keeping track of the dirty cars that were coming in. The other was following these people and radioing us when a person was leaving the mall. We had to quickly disperse when the person approached the car. It was spring and it was raining, snowing, windy and sunny.

We experienced the whole off-road experience standing in the car park. We ended up making a video which we posted on the brand's social media and it really brought the local brand market to life.

2016

Leo Burnett

Awards

Cannes Liones: Shortlist

Idea: Bronze, Shortlist

ADBlackSea: Bronze, Shortlist