The archive · Advertising · Marketing decision · 2008
Jeep fuses a husky and camel into one silhouette — AD STARS 2008 Grand Prix
Two polar-opposite animals overlap into the outline of a Jeep, saying in one image it goes from snow to desert.
Chrysler Korea (Jeep)
What it had to solve
A print job for Jeep (sold in Korea through Chrysler Korea, made by BBDO Proximity Malaysia) had to demonstrate the brand's superior all-terrain capability without leaning on words.
How it works
In 2008, BBDO Proximity Malaysia made a print campaign for Jeep — sold in Korea through Chrysler Korea — built on a single visual device: overlapping two opposite images so that their shapes merge into the outline of the car. The first execution, 'Husky & Camel', put snow and desert in one frame and let the silhouette say the rest.
The series paired other extremes the same way: a mountain goat with a crocodile and a bushman with an Eskimo. Every pairing stands for a different kind of hostile ground, and in each print the two opposing worlds resolve into the same vehicle — Jeep as the machine that crosses both.
The work was one of the most awarded in Kancil history in Malaysia in 2008, collecting 10 golds and Best of Print, and the same year it was named Grand Prix of the Year at the first AD STARS festival in Busan, taking the US$10,000 cash prize. D&AD later archived the piece.
No claims needed translation: the overlap did the selling, which is why the campaign travelled across awards juries from Kuala Lumpur to Busan.
Why it lands
- The claim becomes visible: husky (snow) plus camel (desert) equals one vehicle that masters both, so no headline has to argue it.
- Merging extremes into the product's silhouette turns the product itself into the proof rather than a separate message.
- A system of pairings meant three distinct executions could be produced from one repeatable device.
- Clean, image-led art direction made the ad legible across languages and national juries.
What it did
Named Best of Print at Malaysia's Kancil Awards 2008, where the Jeep campaign took 10 golds, and chosen as the first AD STARS Grand Prix of the Year (worth US$10,000) in Busan in 2008.
What you can take
When a product's promise is one clean contrast — any terrain — let two extremes fuse into the product's own outline and let the viewer complete the thought; the product becomes the argument.
Since then
The three prints were cited by Campaign Brief Asia a decade later as the first of AD STARS' US$10,000 Grand Prix of the Year winners, and the 'Husky & Camel' execution was preserved in the D&AD awards archive. Within Malaysia, the Jeep campaign remained one of the benchmark hauls of the 2008 Kancil Awards, where it earned 10 golds and a silver across categories.
Sources
- A decade of US$10,000 cash Grand Prix Winners from the Ad Stars Festival in Busan
- Saatchi, BBDO Proximity big winners at Malaysia's 2008 Kancil Awards
spotted an error? The archive wants to know.
Your turn
You just read one. Describe the brief you are staring at, and see who has been given the same problem.
Free account · 3 free questions · no card