brief

Promote a limited edition Jeep Renegade using digital channels

roles

creative direction | social strategy

detail

As well as showcasing the limited edition’s unique, bright green, body colour the creative solution needed to support the individualistic, confident brand positioning and tone of voice.

strategy / idea

With the briefing in early October a creative idea which was associated with Halloween seemed a natural fit for a car who’s unique USP was s-lime green paint.

To support the ‘Be Renegade’ product positioning a tongue in cheek take on the trend for Zombie movies presented a ‘Renegade Zombie’ who doesn’t follow / shuffle along with the crowd. Existing Jeep brand ambassador James McVey (the Vamps) jumped at the chance to become a zombie for the day which helped ensure reach beyond the core Jeep community.

The project went from initial brief to completion in under 3 weeks with the main film being shot, edited and live on the clients social channels in 3 days.

supporting content

Along with the main video, a behind the scenes video and Twitter win signed merchandise competition helped create further engagement beyond the main video.

Production photos