Farmers and agrobusiness owners love the Ram 2500. To honor those clients and to highlight the connection between the truck and the rural areas, we compared Ram's iconic chrome grill to another icon that country people proudly wear: belt buckles.
The film's premiere was on "Barretos", the most famous country event in Brazil. Almost every single person there wears a shiny belt buckle - even the kids. So it was the perfect place to start the campaign.
role → concept; copy;                                               ​​​​​​​​​​​​​​