The assignment was to create a visual solution campaign for Jeep cars. The main message I wanted to convey with this campaign was Jeep is a car that makes you feel young. I realized that people want to feel young and with a Jeep, they can tap into their playful, youthful side.
I tried many different approaches to convey my message. Initial ideas consisted of showing drivers as children or having adults driving toy Jeeps but the visual never seemed right. I eventually came up with the simple childhood games of Tag, Hide and Seek, and Marco Polo tied to the body copy line "Never Grow Up".
The end result consisted of having Jeeps playing these childhood games. Though there were challenges in figuring out how to display this visual but the end result was a campaign that my professor and peers both enjoyed.