Original Copies

For decades, Jeep has stood by one simple positioning: “There’s Only One.” As the original SUV built to take people anywhere and everywhere, Jeep has long represented capability, adventure and freedom. But today, Jeep is no longer the only capable SUV on the road. More and more car manufacturers are creating vehicles that look like Jeeps while communicating similar promises of capability and reliability.

We needed to remind people that Jeep is the original brand built around adventure and freedom, while bringing our “There’s Only One” positioning back to life. So, instead of showing generic Jeeps in our communications, we replaced them with unique, customized vehicles belonging to real Jeepers. And rather than driving people to the Jeep website, we sent them directly to the Instagram profiles of the owners behind each Jeep.