Bea World Festival
New Wrangler Media Drive – Camp Jeep 2018

New Wrangler Media Drive – Camp Jeep 2018

Client company:
FCA Italy S.p.A.
Organising company:
Frame Communication S.r.l.

The Event

The New Jeep Wrangler Media Drive was held in Spielberg, Austria, from 3rd July to 18th July 2018* with a suggestive outdoor press conference and test drive among spectacular mountain peaks to present the arrival of the brand Icon, the new Jeep Wrangler, to the journalists of all Europe. The natural and untouched frame of the location allowed to highlight the adventurous and authentic spirit of the brand.

A creative approach to the project, inspired by the brand, whose core values are embodied in Jeep’s DNA throughout its history, proving that “Go Anywhere, Do Anything®” is a way of life, not just a slogan.
As Jeep Wrangler arrives everywhere, the Jeep Camp location was built in a spectacular location, a hidden place in the mountains, a place where no one would have expected to find such an impressive ensemble.
The spirit that guided our agency was a strong commitment to design a camp that had to meet the expectations of the brand. The Camp was actually built with marquees, but these structures lost completely their aspect: they became as a matter of fact real buildings, with a design that blended perfectly with the surrounding nature and at the same time communicated a language of solidity and authenticity .
In this way it was possible to make the media drive an integral part of the Styrian mountains, letting the journalists enjoy the true heart of the Wrangler brand.