CHALLENGE
In a market defined by strength, endurance, and fierce competition, RAM aimed to introduce the RAM 1500 RHO in a way that would go beyond performance specs — to emotionally connect with drivers who live for power, precision, and presence. The challenge was to craft a launch that would highlight capability as a mindset, positioning RAM as the ultimate companion for those who dare to go further.
INSIGHT
For true drivers, performance is more than horsepower — it’s about control, confidence, and the freedom to take on any terrain. They don’t just seek a vehicle; they seek a partner that mirrors their determination and grit. By reflecting these values, RAM could move from being a product to becoming a symbol of unstoppable drive, appealing to those who believe limits exist only to be broken.
IDEA
The “You Can With a RAM” campaign embodies the spirit of unstoppable confidence — a celebration of power, precision, and control. Through striking visuals, powerful storytelling, and immersive brand experiences, the campaign showcased the RAM 1500 RHO’s ability to dominate both desert and mountain terrains with unmatched strength.
The creative concept drew inspiration from the natural forces of the UAE — where the sand moves like a falcon in flight, swift, free, and untamed, and the rocks stand like a scorpion, resilient and fierce. These elements symbolize the dual nature of the region’s landscape — beauty and challenge — and how RAM conquers both with balance and authority.
Every touchpoint — from design to engagement — was built to emphasize that with a RAM, there’s no boundary too far and no challenge too tough.
It’s not just a truck; it’s a statement of capability. A declaration that when others stop, you can — with a RAM.
It’s not just a truck; it’s a statement of capability. A declaration that when others stop, you can — with a RAM.
In the teaser phase, we have kept it minimal yet intriguing, focusing on symbolic visuals such as familiar falcon wings and scorpion fangs to evoke a sense of awe and anticipation, while letting the audience imagine what’s coming.
For the reveal phase, we brought the RAM RHO into the heart of these elements, showcasing it as a beast that doesn’t just navigate extreme terrains but dominates them.
The falcon wings symbolize its power to soar over dunes, while the scorpion fangs reflect its unrelenting grip and strength on mountainous terrains.
MALL DISPLAY AND ACTIVATION
At high footfall areas within a mall and shopping centers, we place the RAM RHO on a platform surrounded by screens both beneath and surrounding the vehicle. This is to add an experiential element.
The structure will be a half dome, with impactful visuals and illusions of motion enabling visitors to truly feel from a personal perspective on how the RAM RHO maneuvers itself in in complete control across challenging terrains as well as routine journeys.
LAUNCH EVENT AND ACTIVATIONS
The proposed launch event will include an overnight stay for invited guests followed by two or three days of activations and test drives at the launch site
The launch site will feature a grand entrance archway in the share of the RAM logo, followed by a walkway with digital screens showing RAM's line-up. The last screen will remain blank with a question mark, until the RAM RHO is officially launched.
The launch site will also have overnight pods for those invitees who spend the night during the first day. The area will have formal seating areas, alongside a supersized screen.
During launch, the screen will play relevant terrain videos building up the anticipation to the reveal, with the RAM RHO appearing from within the screen as shown graphically in the following slides.
We also propose to utilize screens across malls, public places and social media to showcase the live event, ensuring wide reach and coverage.
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