With this direct mailing campaign, Jeep whets its target group’s appetite for adventure. The stylish, rectangular cardboard packaging is kept all black. Only the question “Hungry for adventure?” stands out brightly against the dark background. Inside, an exclusive exotic taste of the challenges one can experience on outdoor travels in a Jeep awaits the receiver. Edible insects from around the world, such asmopane mealworms or roasted scorpions in snack packaging, are supposed to arouse the receiver’s sense of discovery. Those who try the snacks can win a Jeep off-road training.
Chief Creative Officer:
FCA Germany AG, Frankfurt/Main, Germany
Leo Burnett Germany, Frankfurt/Main, Germany
Benjamin Merkel, Helge Kniess, Hans-Jürgen Kämmerer