Responses by FCB Chicago
Background: A border is, by definition, something that restricts the freedom of movement within certain limits. Jeep builds legendary vehicles, with outstanding off-road capabilities, deliberately created to defy natural barriers and overcome limitations. This campaign explores three of the planet’s most conflicted political borders—North Korea and South Korea, the United States and Mexico, and Afghanistan and Pakistan—and features the real GPS coordinates of two points on the opposite sides of the confine.
Reasoning: When looked at from a Jeep-minded perspective, the borders lose their controversial—sometimes tragic political connotations—and appear for what they simply used to be: a mere change in GPS coordinates, and a natural landscape made to be enjoyed in a borderless Jeep adventure.
Challenges: Making sure that the brand vision was well positioned and also being authentic and accurate with its coordinates; we made a mindful decision about where the print ads were located.
Favorite details: Bringing an idea to life that is brave and stands for something you believe in.
Visual influences: The visuals are influenced by the actual landscapes of these locations, where the points of conflicts exist.
Alternative approach: We would go to the borders themselves and shoot the photos to capture not only the nature, but also the essence of each place.