Case Study

Jeep & WSL

From warm oceans to bumpy roads, an activation partnership that engaged over 35 million people.
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Rebranded components

Bundled apps

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Churn reduction

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In 2018, Jeep partnered with the World Surf League (WSL) to strengthen its brand association with adventure and outdoor culture. The challenge was to create a sponsorship activation that not only increased brand visibility but also resonated deeply with the surf community. The goal was to develop a content-driven campaign that would capture the spirit of surfing and align it with Jeep's rugged, adventurous brand image.

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Opportunity

Jeep recognized a unique opportunity to align its brand with the adventurous spirit of surfing, embodied by the World Surf League (WSL). By tapping into the passion and lifestyle of the surf community, Jeep aimed to create a connection that felt authentic and compelling. The objective was to craft a campaign that didn’t just advertise but truly celebrated the synergy between Jeep’s rugged, go-anywhere vehicles and the free-spirited, nature-driven ethos of the surfing world.

Jeep & WSL

Industry: Sports / Automotive

Expertise

- Concept
- Content
- Activation
- Brand Entertainment


Creative Direction

Marcio Mattos

jeep.com

worldsurfleague.com

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Approach

Our team transformed what was initially intended to be a straightforward sponsorship activation for Jeep at the World Surf League (WSL) into a dynamic content platform that delivered significant results. By taking on the responsibility of concept development, content creation, activation, and brand entertainment, we elevated the partnership beyond a typical sponsorship.
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Execution

The execution of the campaign involved creating a series of videos and visual content that were distributed across multiple platforms. The videos showcased the WSL events, highlighting Jeep’s presence and its connection to the surfing lifestyle. The creative direction emphasized authenticity, ensuring that the content resonated with both the WSL community and Jeep’s broader audience.

The campaign also included immersive brand experiences at WSL events, where attendees could engage with Jeep vehicles and the brand’s adventurous spirit firsthand. These on-the-ground activations further reinforced Jeep’s commitment to the surf community.

 

The outcomes

Impacting the Surfing World

The Jeep WSL 2018 campaign successfully established Jeep as a key brand within the surfing community. The content-driven approach significantly increased brand awareness and customer engagement, positioning Jeep as an authentic supporter of the surfing lifestyle. The campaign's success is evident in the strong connection Jeep forged with the WSL audience, effectively aligning the brand with the core values of adventure, freedom, and exploration.

Legacy of Adventure

Through our collaboration, we demonstrated how a brand could authentically engage with its audience, creating a legacy of adventure that continues to influence the industry. This project exemplifies our ability to elevate sponsorships into meaningful, content-driven platforms that foster deep connections and drive results.