This assignment was to create a small advertising campaign, consisting of a print ad and outdoor signage, for a lovemark of my choosing.

I chose to create this campaign for Jeep, the iconic and historic car company. My concept was centered around the idea that a Jeep can serve whatever purpose you need and can take you wherever you need to go. Whether you are commuting in traffic, hauling a big trailer, or driving up a rocky mountain, a Jeep will get you to your destination. Furthermore, the Jeep brand is an icon of freedom. The headline, "Choose Your Path", reflects this freedom and vehicle capability because in a Jeep, you are free to go wherever you want. The visuals of the ad reflects an old map, relating to history, with the hero of the piece being the iconic Jeep grill. The dark-brown land mass of the "map" loosely resembles the shape of a jeep itself, which meshes with the grill to visualize a jeep vehicle. Projecting off of the grill and around the map are dotted lines, which support the headline.

I was very happy with the final product of this advertisement. I think the headline and body copy give the reader a strong sense of freedom and strength in the idea that the Jeep brand is the key to choosing their own path. The visuals strongly reflect this concept and are also a step away from the typical vehicle ads we see today.