2022 Winner

Due to Quebec’s harsh winters and the need for all-wheel drive, 50% of all Jeep vehicles are sold in Montreal. To launch the auto brand’s new plug-in hybrid electric vehicle (the Wrangler 4xe), Publicis Montréal converted its iconic front grill to look like a battery, each bar lighting up one at a time, and turned it into “The Charging Billboard.” The animation was first displayed on a billboard, and a parking lot was booked beside it. The billboard was then modified into a charging station for any type of electric vehicle. A QR code was also printed on the charging station linking directly to the website, so that drivers would discover the new Wrangler 4xe. The billboard saw over 120,000 daily impressions over the course of the campaign.

Credits

President: Rachelle Claveau, Brego Keller
Chief creative officer: Sann Sava, Eduardo Marques
Creative director: Sann Sava, Mischa Schreuder
Copywriter : Antoine Leclerc, Snar Hunfeld 
Art director : Karl Ouellette, Lennard Freij, Preto Murara 
Motion Designer: Frank Lamontagne 
VP Brand Director: Claude Chagnon, Bobby Malhotra 
Account management:  Claude Chagnon, Line Veillette, Sue Workman, Vanessa Snoeij, Diana Angelova 
Media: Starcom / Shane Carter, Jamie Brewer