This was a brainstorm exercise. Working in a group we discussed various ideas to put together a poster ad for Jeep aiming it at various sports people. Words such as: adventure, extreme, excitement, luxury, power, image, survival, cross terrain were triggered. We then pursued the idea of 'image' and what image owning a Jeep displays. This was broken down further with ideas of: wealth, masculinity, strong, power, adapable, survival-all etc.
We then as a group took an idea of a sport/hobby to develop further, others in the group chose desert/mountain biking, kayaking in wild water etc. I chose fishing as a sport and taking your jeep from the city during the week to the coast for some wild rock fishing, indicating that you can take your jeep anywhere.
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