Juventus & Jeep ‘Terrains’

‘Terrains’, which debuted in June 2019, is a video led television and social campaign from Jeep activating its primary sponsorship of Juventus which reminds fans and all viewers that ‘legends are not born, but are made’ and that excellence must be achieved through hard work on the toughest territory.

Territory: Italy/ International

Agency: Leo Burnett

Objectives

This multi-market campaign aims to engage not only Juventus supporters but football fans around the world and it challenges viewers to remember that legends are made on the toughest terrain: amplifying a message that strength and excellence are cultivated through hard work, force of will, passion and commitment.

The objective is to draw synergies between and to celebrate the relationship between sponsor and club based around the idea that the excellence of both Jeep vehicles and Juventus players is the result of hard work on tough terrain.

It seeks to promote Jeep/Juventus shared values of authenticity, passion and adventure.

Activation

The TV and digital brand campaign, created by agency Leo Burnett, sets out amplify the message that the only way to overcome obstacles, achieve excellence and become a legend – whether an automobile, a car company, a footballer or a club – is through commitment, effort and hard work in challenging circumstances.

The activation is spearheaded by a fast-paced, 60-second hero film that blends past and present footage to tell a story about the evolution of children into champions.

It links locations to the childhood homes of some of Juventus’ biggest stars: Portugal (Ronaldo), Argentina (Dybala), France (Matuidi) and Italy (Chiellini)

The story tells a message that champions must remember where they came from: that the root of their abilities and achievements – whether these be on the football field or the automotive industry – lie in hard work honed on the most difficult terrain.

The creative claims that true strength comes from wild origins and that the partnership sees Jeep and Juventus team up to conquer tough terrains.

The narrative ends by urging viewers to never stop working to overcome new obstacles and challenges.

Media was handled by Starcom and the campaign ran across global and Italian television and on both brand and club social channels – primarily YouTube and Facebook – and aimed to engage Juventus supporters and all football fans.

This international campaign focused primarily on the EMEA region where it rain online in six countries: France, Germany, Italy, Portugal, Spain and the UK).

The campaign was created by agency Leo Burnett (Turin, Italy) where the team included General Manager: Maurizio Spagnulo, Executive Creative Directors Francesco Martini and Alessandro Antonini, Associate Creative Directors Giuseppe Campisi and Michele Sartori, Art Director Omar Meletti, Copywriter Pablo Cappellato, Client Service Director Pieraugusto Piergiovanni, Account Manager Stefano Casuccio,

The activation was also developed with marketing agency Cloud14 with a group led by Managing Director Daniel Karam, Head of TV Riccardo Biancorosso and TV Producer Cristina Tosatto.

Media was handled by Starcom through General Manager Boaz Rosenberg.

The lead spot was directed by Dorian & Daniel for Movie Magic with PDO David Foulkes, Executive Producer Chicco Mazzini, Producer Giulia Buffa, Head of Post Production Andrea Fornaca and Editor Massimo Magnetti.
Post Production was handled by Band, Audio by Top Digital and the music was Konata’s ‘Ain’t Skirt Stop Me’.

Outcome

The social media metric results included 6 million views on Jeep’s YouTube channels (with 100,000-plus shares), as well 500,000 more views on Juventus’ Facebook page.