Jeep / UAE / 2022OOH · Design & Packaging
The Call of Adventure.
Jeep turned the circles and bars of its grille into a typeface and a set of landscapes, then ran ads with no brand name and no call to action.
- Brand
- Jeep
- Agency
- Publicis Middle East
- Market
- UAE
- Region
- GCC
- Year
- 2022
The challenge
Jeep wanted to speak to adventure seekers without the usual car-ad hard sell.
The idea
Publicis Middle East cropped the seven-slot grille into nature scenes, with bars as trees and circles as moons, and built a coded font from its dots and dashes. Print, outdoor and UAE showroom graphics carried messages readers could decode at jeeplifeiscalling.com, revealing lines such as "Disconnect" and "Exhale", and fans could upload their own coded adventure photos.
Case study source: Campaign Middle East Source ↗
Awards
- Clio Awards 2023Clio Awards / Design / PostersSilver
- Clio Awards 2023Clio Awards / Design Craft / TypographyBronze
- Clio Awards 2023Clio Awards / Design Craft / TypographyBronze
- Clio Awards 2023Clio Awards / Print & Out Of Home / TypographySilver
- Clio Awards 2023Clio Awards / Design Craft / TypographyBronze
Credits
- Creative agency
- Publicis Middle East
- Chief Creative Officer, Publicis Middle East
- Rafael Augusto
- Executive Creative Director, Publicis Middle East
- Tuki Ghiassi
- Creative Director, Publicis Middle East
- Anton Marais
- Creative Director, Publicis Middle East
- Mohamed Bareche
- Integration Director, Publicis Middle East
- Ray Samman
- Associate Creative Director, Publicis Middle East
- Diego Wortmann
- Associate Creative Director, Publicis Middle East
- Erick Monero
- Senior Art Director, Publicis Middle East
- Paulo Ottaviani
- Art Director, Publicis Middle East
- Randy Balbon
- Copywriter/Art Director, Publicis Middle East
- Jason Walden
- Junior Art Director, Publicis Middle East
- Ehab Salman
- Business Lead, Publicis Middle East
- Jean Traboulsi
- Senior Account Manager, Publicis Middle East
- Marine Melhem
- Chief Marketing Officer, Stellantis Middle East & Africa
- Melhem Najm
- Head of Marcom, Jeep Middle East
- Cristina Guida La Licata
- Brand Marketing, Jeep Middle East
- Lyda Camargo
