”Remembering the beginnings, evolving with the times.
A place where people resonate with the identity and spirit that resides in Jeep®.”

“An origin story, where the beginning is known but the present continues to evolve.”

Jeep’s rich history is a strong brand asset and an opportunity to tell a story of evolution, development, and creativity. Identifying these core focal points gave us the language to reach a broad consumer base of urban dwellers interested in authenticity and creativity.
Our approach centres around storytelling and the pioneering spirit of early radio broadcast to match the rugged outdoor terrain of explorers.
K&C selected two partnering companies to help Jeep communicate their story. In Japan, Baycrews retail and J-Wave radio both have strong connections to the particular type of American culture that Jeep epitomises. Baycrews operate apparel and furniture stores along with restaurants in an authentic American style. Much if its offer is directly inspired by the same culture as Jeep and . J-Wave, an international radio station broadcasting from Tokyo in a distinctly American style that is also born of a similar era and attitude. Placing these two partners at the heart of the campaign helped emphasis the power and influence of Jeep’s legacy and connection to contemporary culture. we reached our target consumers. The videos we produced encapsulated the elements of Jeep’s new strategy, spreading this concept digitally along with a radio program in collaboration with J-Wave which aired over a year long period.

Community Partner: J-WAVE 81.3FM / BAYCREW’S GROUP / Web Magazine HOUHNHNM