ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
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About the Work
Since the introduction of the Emoji, brands have tried co-opting their popularity to drive social media buzz. They’ve even gone so far as petitioning to get their own branded Emojis. But Jeep had a different problem. Unicode, the global authority on Emojis, had already assigned Jeep its version of an SUV emoji since Jeep is synonymous with SUV around the world. We saw this as an opportunity to flip the emoji game on its head by being the first brand to actually give back an emoji. All while reinforcing the true spirit of the Jeep brand. Social listening proved fans agreed – even inspiring our #ThisIsNotJeep social campaign. A few million tweets later, and with the update of Unicode’s 2019 Emoji set, the link between Jeep and the blue SUV emoji was finally removed. We celebrated the loss as a victory and the fans and press celebrated with us. The social media initiative generated +280,180,955MM PR Impressions, +3,381,456MM social media shares, and 0 Jeep branded emojis. And we drove off with one of Jeep’s most successful social initiatives, ever.
2020 Awards
Total Points: 2
Merit Honor
Credits
Digital Agency
Huge / Brooklyn
Client / Brand
Jeep / USA
Art Director
Chuck Vroom
Dan Kennedy
Dakota Page
Chief Creative Officer
Jason Musante
Chief Marketing Officer
Olivier Francois
Creative Director
Tara Bossardet
Executive Creative Director
Dwayne Raupp
Group Creative Director
Aaron Doyle
Programmer
Jackie Burrous
Creative Team
Ashley Zonca
Account Team
Marissa Hunter
Adam Comstock
Randy Ortiz
Nicole Pesale
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