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Jeep Invites Brazil to Define the Next Adventure
"What Is Your Next Adventure?" is a 2019 Jeep campaign created by SunsetDDB in São Paulo, Brazil, combining a manifesto film with a participatory Instagram GIF sticker mechanic that invited real drivers and influencers to claim their own version of the Jeep adventure.
Published in Brazil in April 2019, the campaign marks a deliberate departure from conventional automotive film advertising. Rather than positioning the brand as the sole author of adventure, SunsetDDB constructed a dual-channel experience: a short-form film to anchor the emotional territory, and a suite of Jeep-themed Instagram GIF stickers depicting vehicles, nature, and trail imagery to hand creative agency back to the audience. Users were invited to overlay these stickers onto their own content, making the campaign's visual language mobile, personalised, and socially distributed.
In Brazil, the automotive sector in 2019 remained intensely competitive among SUV makers, and Jeep's strategic decision to root the campaign in user-generated participation rather than broadcast storytelling reflects both the platform habits of Brazilian consumers and the brand's longer-running ambition to position ownership as an identity statement rather than a transaction. The campaign carries a Clapboard Score of 63 out of 100, reflecting a concept with genuine strategic ambition that is partially constrained by limited verified reach data and the absence of major awards recognition.
Creative direction for the campaign was shared across three leads — Guido Fortuna, Carolina Avena, and Pedro Gait — with art direction credited to João Lovise, all working under the SunsetDDB São Paulo banner. The campaign contains one primary media asset in the Film medium, as documented by clapboard.com, though its participatory Instagram layer extended the campaign's footprint well beyond that single deliverable.
Jeep entered 2019 as a brand with meaningful momentum in Brazil. According to clapboard.com, Jeep's full-year 2019 sales in Brazil increased by 21.1 percent, and the brand reached eighth place among all automotive marques operating in the Brazilian market that year. That commercial context shapes the strategic logic of "What Is Your Next Adventure?": a brand with rising sales has reason to invest in community-building rather than pure conquest advertising.
The broader SUV category in which Jeep competes was itself undergoing a global deceleration. According to Carindustryanalysis Wordpress, global SUV sales grew by approximately one percent in 2019, a steep drop from six percent growth recorded in 2018. In this environment, brands could no longer rely on category tailwinds to carry individual nameplates forward. Competitors including Toyota, with its RAV4 and Land Cruiser lines, and Volkswagen, expanding its SUV portfolio aggressively across Latin America, were both investing in emotionally resonant positioning to hold share. Jeep's answer in Brazil was to deepen the cultural meaning of the badge rather than compete on feature lists or price.
SunsetDDB's strategic framing — positioning the campaign as user-generated content participation rather than a conventional brand film, as documented by adsoftheworld.com — draws a direct line from the brand's global creative lineage. The "We Don't Make Jeep, You Do" platform, which launched around Super Bowl 50 in February 2016 according to clapboard.com, established the philosophical precedent that Jeep's identity is co-authored by its drivers. "What Is Your Next Adventure?" transposes that idea into Brazil's social media landscape, replacing stadium-scale broadcast with the more intimate, distributed grammar of Instagram Stories and GIF stickers.
Creative direction for "What Is Your Next Adventure?" was led by Guido Fortuna, Carolina Avena, and Pedro Gait at SunsetDDB São Paulo, with art direction by João Lovise. The campaign's executional architecture rests on two interlocking layers: a manifesto-style film that establishes the emotional register of adventure, and a purpose-built set of Instagram GIF stickers that translate that register into a shareable visual vocabulary.
The sticker set is the more formally inventive element of the two. Depicting Jeep vehicles, trail landscapes, and nature imagery in a style calibrated for Stories-format content, the stickers function simultaneously as branded assets and as expressive tools for individual users. This dual function is a studied creative choice: by making the stickers genuinely useful to people documenting their own outdoor experiences, SunsetDDB reduced the friction between branded content and personal expression. The campaign mechanic, as documented by adsoftheworld.com and adruby.com, invited both everyday users and influencers to participate, extending distribution through earned social amplification rather than paid placement alone.
The manifesto film, the campaign's single primary media asset per clapboard.com, carries the rhetorical weight of the brief: it poses the titular question and frames Jeep ownership as a perpetual orientation toward discovery rather than a destination reached. In tonal terms, the film occupies familiar adventure-brand territory — wide landscapes, kinetic movement, aspirational framing — but its function within the campaign system is less to perform on its own merits and more to establish the emotional permission structure that makes the sticker participation feel coherent. No substantive independent trade-press reviews of the film's production craft have been located in Campaign, Adweek, or equivalent publications. Production credits beyond those named above are not publicly documented for this campaign.
No verified performance data for "What Is Your Next Adventure?" is publicly available in terms of sales lift, brand-tracking movement, viewership, reach, conversion, or return on advertising spend. No recognised industry award has been confirmed for the campaign across Cannes Lions, Effie Awards, The One Show, D&AD, Clio Awards, Webby Awards, or WARC Awards.
Structural analysis of the campaign's effectiveness potential does, however, yield meaningful observations. The dual-channel architecture — film plus participatory Instagram sticker mechanic — is well suited to the platform behaviours of Brazilian consumers in 2019, a market in which Instagram penetration and Stories adoption were both growing strongly. By embedding the brand inside a user-initiated creative act, SunsetDDB built a distribution model that could compound beyond paid media budgets. The influencer layer added a credibility signal that conventional automotive advertising typically lacks.
Against this, the campaign's measurability limitations are structural as well as evidential. User-generated content campaigns are notoriously difficult to attribute in performance terms, and without a declared hashtag, dedicated landing experience, or reported participation volume, the campaign leaves no auditable data trail. The Clapboard Score of 63 out of 100 reflects precisely this tension: the strategic thinking is coherent and the creative mechanic is genuinely differentiated, but the absence of awards recognition, press coverage, and verifiable metrics prevents a higher assessment. Jeep's broader 2019 Brazil performance — a 21.1 percent full-year sales increase according to clapboard.com — provides positive commercial context, but cannot be attributed to this campaign specifically.
"What Is Your Next Adventure?" is a 2019 Jeep campaign created by SunsetDDB in São Paulo, Brazil. It combined a manifesto film with branded Instagram GIF stickers depicting Jeep vehicles and trail imagery, inviting users and influencers to share their own adventures using the stickers across social media.
SunsetDDB São Paulo created the campaign for Jeep in Brazil in April 2019. Creative direction was led by Guido Fortuna, Carolina Avena, and Pedro Gait, with art direction by João Lovise. The campaign was developed under the broader DDB network and involved collaboration with CRIE and FCA, according to clapboard.com.
No verified awards have been confirmed for "What Is Your Next Adventure?" across Cannes Lions, Effie Awards, The One Show, D&AD, Clio Awards, Webby Awards, or WARC Awards. The campaign earned a Clapboard Score of 63 out of 100, reflecting strategic ambition offset by limited public recognition and an absence of documented performance metrics.
SunsetDDB created a set of Jeep-themed Instagram GIF stickers depicting vehicles, nature, and trail imagery. Users and influencers were invited to apply these stickers to their own Instagram Stories content, transforming the campaign into a participatory, user-generated format rather than a conventional broadcast advertisement, as documented by adsoftheworld.com and adruby.com.
Jeep recorded strong commercial performance in Brazil in 2019. According to clapboard.com, the brand's full-year 2019 sales increased by 21.1 percent and Jeep reached eighth place among automotive brands in the Brazilian market that year. This growth occurred within a broader global SUV sector that saw growth slow to approximately one percent, per carindustryanalysis.wordpress.com.
"What Is Your Next Adventure?" extends a Jeep brand philosophy established by the global "We Don't Make Jeep, You Do" platform, which launched around Super Bowl 50 in February 2016 according to clapboard.com. Both campaigns position Jeep's identity as co-authored by its drivers, shifting the brand's role from product advertiser to cultural facilitator of adventure.
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