Jeep and Publicis Groupe Middle East have collaborated with Jotun to create the ‘Colour of Unity’, a custom paint colour inspired by combining the sands from the UAE’s seven emirates. The campaign represented the ‘spirit of the union’ of the emirates in celebration of the 53rd UAE National Day, now renamed as Eid Al Etihad.
Jeep tasked Emirati presenter, social influencer, and dedicated Jeeper, Alyaziah Obaid (@alyaziah.alk) with a mission: explore all seven emirates in a Jeep Wrangler Rubicon 392 and collect sand samples from each diverse landscape.
Jotun’s colour experts then blended the sands to find a singular colour, representing the beauty of the UAE’s landscapes and reflecting the unity of the nation.
Publicis Groupe Middle East strategised and ideated the concept of this unique shade as a tribute to the nation’s diverse landscapes and enduring spirit of togetherness, transforming the country’s natural beauty into a powerful symbol of unity.
The campaign was rolled out across social platforms, going live on Jeep and Jotun channels across platforms such as META, YT and TikTok. As part of the campaign the Jeep website was also updated to reflect this unique colour on the menu panel.
The campaign is also being pushed in-store at various Jotun outlets across the UAE, displaying the colour through different mediums such as banners, roll ups, screens, and in-store props.
Yara Maroun, Head of Marketing Communications, Jeep Middle East and Africa, said, “For nearly five decades, the United Arab Emirates has been the home of our regional headquarters, and we wanted to take this opportunity to honour the nation’s extraordinary journey in a uniquely Jeep way.”
Maroun added, “As an SUV synonymous with adventure, off-road freedom and the thrill of discovery we wanted to pay tribute to the natural heritage and spirit of togetherness that defines this very special country. The Colour of Unity will live on at home or on the road as symbol of unity and is our heartfelt thank you to the people of the UAE who have welcomed us into their lives.”
Anton Marais, Creative Director at Publicis Middle East, said, “The Colour of Unity combines the essence of Jeep with the uniqueness of the UAE, delivering a concept that is a great synergy. The Jeep grille has 7 slots and the brand’s tagline is, ‘There’s Only One’. The UAE, with its 7 united emirates, embodies the same message. There’s no other country like it.”
To commemorate UAE National Day, Jotun has released the Colour of Unity as an exclusive wall paint, available now in their stores across the UAE.
Jeep has also transformed this colour into a limited-edition vehicle paint, available exclusively through Trading Enterprises and Western Motors, Jeep’s dealers in the UAE, allowing anyone to pay tribute to the UAE by changing the colour of their vehicle.
Rana Khadra, Jotun Colour and Communications Manager Middle East, India and Africa, said: “A colour is a blend of different pigments, elements, tints and hues. Similarly, the UAE is a beautiful blend of cultures, colours, people, landscapes, and sands. To capture that was a beautiful exercise that represented what this country is all about.”
Khadra added, “To create the colour, we collected the different sands of the UAE desert and combined them. We worked with a group of chemists, to compose the perfect colour formula, translated from the sand. The end result was The Colour of Unity. Warm, earthy, grounded, elegant and the first of its kind, just like the UAE.”
The campaign has immortalised and intertwined the UAE’s spirit of adventure and unity, bringing fresh perspective on the inspiring landscapes of the UAE.
CREDITS
PUBLICIS MIDDLE EAST:
Executive Creative Director: Tuki Ghiassi
Creative Director: Anton Marais
Associate Creative Director: Per Kristian Morck
Art Director: Randy Balbon
Motion Designer: Louis Borniche
Senior Designer: Hamdan Muhsen
Arabic Copywriter: Kamel Zeitouny
Directors & Editors: Yousef Azhari, Joanny Chamorro
Producer: Lea Dunia
Business Lead: Jean Traboulsi
Business Director: Stuart Randall
Communication Manager: Alessandra Ziade
Senior Executive: Naba Kadri
Senior Manager – Content: Maryam Audi
STELLANTIS MIDDLE EAST & AFRICA:
Melhem Najm – Chief Marketing Officer
Yara Yousef Maroun – Head of Brand Marketing Communications, Jeep Middle East
Lyda Camargo – Senior Marketing and Product Manager, Jeep Middle East
Ziad Sunna – Head of Social & Content Creation, Jeep Middle East
JOTUN:
Rana Khadra – Colour and Communications Manager Middle East, India and Africa
Dina Reda – Senior Digital Media Communications Executive Middle East, India and Africa
Sanad Radaideh – Marketing Communications Executive Middle East, India and Africa
Mahira Saqib – Colour & PR Activation Manager Middle East, India and Africa
