The goal of the project was to expand the target audience of Jeep vehicles. Jeep has built up its brand as one that is outdoorsy and can handle any terrain. With these vehicle qualities, it is easy to narrow the market of drivers to those that are extremely into the outdoors and exploring nature. But, Jeep cars are so much more and I wanted to show that any kind of person could drive a Jeep.
I wanted to find a way to give personality to the vehicles and show that they are more than just the vehicle for all-terrain. These personalities would be people that drive the Jeeps. The personality of the car matches that of its driver. By showing three different personalities, it expands the audience to a jokester clown, to a classy lady, to a cowboy. Jeep has the variation in their vehicles to match any driver.
I think the project was a success. It stands out as not being a typical Jeep ad that has the Jeep in an outdoor setting. It also catches the eye as it makes use of bright colors and patterns, as well as has Jeeps literally dressed in costumes, which is not what people see every day.