Context
Jeep wanted to introduce in Europe the American trend of leaving rubber ducks on Jeeps as a sign of appreciation.
Challenge
The challenge was turning a local community ritual into a campaign that could feel meaningful, recognizable, and true to the brand beyond its original market.
From the Big Apple to… well, who knows? 🦆
Stay tuned to see what’s next for our duck. 😉
The squad is complete!
Our Seven-slot Duck, Explorer Duck and Lover Duck have finally joined our Electric buddy. And now? 🤔
Approach
My decision was to build the concept starting from Jeep’s roots in exploration. I imagined the rubber ducks leaving America and heading to Europe on an unexpected, adventurous journey, transforming a simple gesture into a brand story with movement, charm, and identity.
Outcome
The result was a campaign able to make the trend more understandable and engaging for a European audience, while reinforcing Jeep’s spirit of adventure through a lighter and more contemporary narrative.