How to announce the launch of a new Jeep? By driving it where it belongs. And by demonstrating it rather than describing it. So Leo Burnett Brussels decided to turn a very common thing such as posting a few thousand envelopes, into an exciting event. With a mini documentary on the ride to Belgium’s most deserted post box.
Tenneville is an old Ardennes village near the river Ourthe. There’s one artisanal chocolate factory and nothing but trees. A lot of trees. Once a year, the professional cycling peloton rides here in the Liège-Bastogne-Liège bike race. Not much happens after. In the vast forest there’s a weathered example of the official red Belgian post box. It does not see much action. But it’s ideal to be featured in a great Jeep story. The new Jeep Compass may well be a luxury 4x4, but most importantly it’s a real Jeep.