Jeep & and Leo Burnett Moscow Surprise Drivers with Beauty in Dirt
The legendary car brand Jeep and Leo Burnett Moscow have created an unusual promotion campaign, ‘Beauty in Dirt’, whose aim was to attract visitors to Jeep Territory, which is a unique ground for Jeep test drives in Moscow (located on the territory of Crocus City, near the metro station Myakinino). Unlike many others, supporters of the Jeep brand are capable of seeing the beauty in dirt – the beauty of new routes and unconquered spaces.
At the car park of a huge shopping centre, Europark, which is located near Jeep Territory, organisers of this promotion were looking for people who drove there on off-road vehicles. And while people were doing their shopping, an invited artist decorated one of the main automobile attributes in March – the cars’ dirty back windows. The artist created a unique landscape on each of the automobiles: cliffs on the horizon, a mountain river running through pines and firs. Next to it was attached an invitation to visit Jeep Territory in Crocus City, to experience Jeep automobiles in very close to extreme conditions and personally check the ‘beauty in dirt’ theory.
Leo Burnett Moscow Creative Director Evgeniy Tonev commented: "It was a real adventure! Part of the team was tracking dirty off-roads vehicles entering the parking area and gave a warning to the rest of us. Others were checking that vehicles’ owners came to the shopping centre for a while: they would choose those with a big shopping trolley. Our artist had painted beautifully and, more importantly, quickly, and was ready to disappear at any moment. We were prepared for anything. But at the end, all of our heroes were very satisfied: they were taking pictures of the dirt and were asking about Jeep Territory."
"This collaborative project between Jeep and Leo Burnett Moscow encourages people to see off-road beauty, which you can discover and conquer using the brand’s automobiles," said the head of marketing communications FCA Russia Leisan Abdulina. "The Jeep Territory ground offers everyone a chance to evaluate the exceptional capabilities of Jeep automobiles in practice as well as to improve driving skills under the supervision of professional instructors."
Creative Director: Evgeniy Tonev
Copywriter: Illya Starkov
Art Director: Alexander Chumachenko
Executive Creative Director: Mikhail Kudashkin
Group Account Director: Ekaterina Georgievskaya
Creative Agency: Leo Burnett Moscow
Illustrator: Alisher Kushakov
Group Head: (TV Production) Oksana Severin
Category: Automotive , Cars
Genre: Action , Experiential , People , Scenic , Storytelling , Stunts