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The Jeep grill is an icon that distinguishes Jeeps from all the other SUVs on the road. So, when BBDO New York was asked to create a campaign for DaimlerChrysler Jeep, for the New York International Auto Show, the obvious solution was to recreate the iconic grill—via cityscape snapshots. Although the creative team had specific ideas of different places they could photograph “grills,” they didn’t want the campaign to feel forced. In the end, it was the London-based photographer, who found the best images: In New York, sewer drain covers are mostly horizontal; when photographed they wouldn’t have looked like grills. In London, however, not only did the photographer find a drain cover with vertical lines—it was also a perfect visual match for Jeep’s grill/headlight combo.
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