JAECOO – Into the Wild
Problem
JAECOO entered Denmark as a completely unknown brand in a highly competitive market. Awareness was near zero, and traditional automotive launch material didn’t fit the local context.
Challenge
The available global assets were built around petrol engines and extreme off-road driving – scenarios that feel distant in Denmark, where landscapes are flat, forests protected, and off-road driving is limited.
We needed to launch a new brand in a way that felt both relevant and noticeable, without relying on clichés that don’t belong in the Danish market.
Solution
We reframed the launch as an observation.
Instead of forcing JAECOO into dramatic landscapes, we introduced it as a new presence in Danish nature – something unfamiliar that even the forest had begun to notice.
Animals appeared wearing reflective safety vests. Not as a gimmick, but as a signal: something had changed. The campaign used subtle, slightly surreal imagery to make people look twice — and realise that something new had entered familiar surroundings.
Results
22% increase in website visits
Compared to previous vehicle launches.
Increase in booked test drives
63% lower production costs
Compared to traditional automotive photo and film production.
16 days from idea to final campaign
Allowing the brand to launch locally at high speed.
5x more campaign assets produced
Across print, outdoor, social and digital formats.
Full creative control
Without physical shoots, animal handling or complex production logistics.
A fully localised launch campaign, created faster, more flexibly and with complete creative control — while visualising scenes that wouldn’t be possible in real life.
Wildlife Identification Guide
We extended the campaign beyond the ads with a wildlife tracking guide tucked inside the glove compartment. Most of the tracks belonged to animals. One belonged to a JAECOO.
