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Leo Burnett Chicago
35 West Wacker Drive
Chicago, IL 60601
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Maggie Shepherd

VP Reputation and Communications

Emily Doskow

Chief Marketing Officer

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Leo Burnett Reimagines Iconic Jeep Feature, Celebrating Legendary Car Maker’s Recent Innovation

To highlight the brand’s first electric model, the agency designed its iconic grille into a battery.

Jeep—a legendary brand and automaker—has developed something new and timely: its first-ever electric model, the Renegade Compass 4xe Plug-In Hybrid. It combines the signature Jeep features, like off-road chops, with something totally new to the brand—an electric battery.

Leo Burnett Amsterdam wanted to announce this news with a campaign equal parts legendary and forward-thinking, so the agency created “The Battery Grille.” The visually appealing work takes one of the most iconic design features of Jeep, its grille, and transforms it into a vibrant battery.

The battery successfully coalesces with the beloved Jeep grille feature to create a visual as modern as the new car model itself.

Account lead: Sue Workman
Account: Diana Angelova, Vanessa Snoeij
Creative director: Mischa Schreuder, Ramon Stalenhoef
Artdirector: Lennard Freij
Copywriter: Snar Hunfeld
Design: Derek van Egmond