THINK WITH ALEC

Many 4×4 vehicles are sold in Argentina, but most of them never crossed the city limits. In an effort to position Jeep as the iconic 4×4 brand, encouraging people to go to places where others can’t, Leo Burnett created a whole new 4×4 driving experience: a GPS to get lost. The device allows Jeep drivers to let go – completely. It lets adventure-hungry travelers to select a “Get Lost” option on their GPS device, transporting them to parts unknown – even to the driver.