VINICIUS
ZUMPANO/ CREATIVE
ART DIRECTOR
JEEP
ORIGINAL COPIES
For decades Jeep’s positioning has been “There’s Only One.” It is the original SUV that helped people to go anywhere and do anything. However, Jeep is no longer the only capable SUV on the market. More and more carmakers in the region are designing vehicles which physically resemble Jeeps, communicating functional Jeep capability and reliability. We needed to remind people with an adventurous mindset that Jeep is the one brand that truly delivers on their desire for freedom.
It was time for Jeep to reinforce its bond with existing and prospective consumers to maintain our brand positioning.
It was time for Jeep to reinforce its bond with existing and prospective consumers to maintain our brand positioning.
Publicis Middle East ︎ Integrated / Digital / Brand Experience / Direct / Social
CANNES LIONS 2024
DUBAI LYNX 2024
EFFIE AWARDS MENA 2024
- Shortlisted - Social & Influencer Automotive
- Shortlisted - Social & Influencer - Social Insights & Engagement
DUBAI LYNX 2024
- Silver - Brand Experience
- Bronze - Digital & Social
- Bronze - Integrated
- Bronze - Social Influencer
- 6 SHORTLISTS
EFFIE AWARDS MENA 2024
- Gold - Automotive - Vehicles & Aftermarket
- Shortlist - Marketing Disruptors
ONE SHOW 2024
- Merit Award - Social Media - Influencer Marketing - Single Channel
YOU CAN
WITH A RAM
A new tone of voice was needed for this fresh direction,
so the campaign introduced a character with all the
charisma of a steel beam—dry, deadpan, and impossible
to miss. His voice appears in all RAM content,
from the launch film to social Reels. He doesn’t have
a name, but at the agency he is known as Rex Torque.
Rex is here to remind you that whatever you thought
trucks could do—yes, they can. But they can also do
a bunch of things you didn’t even think trucks should do.
He’s here to prove that with a RAM, the possibilities
aren’t just endless, they’re borderline absurd.
so the campaign introduced a character with all the
charisma of a steel beam—dry, deadpan, and impossible
to miss. His voice appears in all RAM content,
from the launch film to social Reels. He doesn’t have
a name, but at the agency he is known as Rex Torque.
Rex is here to remind you that whatever you thought
trucks could do—yes, they can. But they can also do
a bunch of things you didn’t even think trucks should do.
He’s here to prove that with a RAM, the possibilities
aren’t just endless, they’re borderline absurd.
PUBLICIS MIDDLE EAST ︎ FILM / SOCIAL / PRINT
HARDEE’S
SUPER STAR SIGNAL
Just because the recent findings of potentially habitable planets located far away in the universe, we had a thought: "Why not transmit a radio signal containing data about our Super Star burger, so that anyone who intercepts it can replicate the recipe and enjoy a Super Star for themselves?" So we built the antenna on top of the Hardee's restaurant.
And Us ︎ Digital / OOH / Brand Experience
DUBAI LYNX 2023
- GRAND PRIX WINNER | Radio & Audio
- 5 SHORTLISTS
HARDEE’S UNAIMAGINABLE
We prompted AI’s image making tool DALL-E, to 'imagine Hardee’s SUPER STAR burger'. What came back was an array of weird, wacky,
surreal, completel wild creations – amazing, near misses, beautiful images, but cruciall – not one was a 100% correc image of a SUPER STAR burger. So, we pushed it more with other prompts including giving the full recipe. But it still couldn’t nail a SUPER STAR burger down, in over 10,000 attempts.
surreal, completel wild creations – amazing, near misses, beautiful images, but cruciall – not one was a 100% correc image of a SUPER STAR burger. So, we pushed it more with other prompts including giving the full recipe. But it still couldn’t nail a SUPER STAR burger down, in over 10,000 attempts.
And Us ︎ Digital / OOH
DUBAI LYNX 2023
THE ONE SHOW 2023
- 1 BRONZE | Social & Influencer
THE ONE SHOW 2023
- 4 Shortlists | Direct | Social Media
