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Jeep harnesses ‘The Call of Adventure’


The Jeep brand grille is one of the most distinctive icons in the automotive industry, recognized instantly by adventurous spirits from across the globe. Inspired by this simple icon, which consists of two circles and seven lines (OIIIIIIIO), the Jeep brand and Publicis Groupe Middle East have discovered an entire world living inside of it.

By simply cropping into the grille from different angles, the shapes and negative spaces began to resemble elements from nature. With a striking similarity, lines became trees, circles became moons, and arches became icebergs. 

“The more it was explored, the more discoveries we made – squirrel holes, mountain rocks, bat caves and more are all hidden within our icon, waiting to be discovered by our community of adventurers. Using only the Jeep brand’s iconic grille, Publicis Middle East has found a way of telling stories about the countless places that a Jeep brand vehicle enables you to explore in the wild,” explains Melhem Najm, chief marketing officer at Stellantis, Middle East & Africa. 

Tuki Ghiassi, executive creative director at Publicis Middle East, says, “What started off as a simple print idea became a new visual language that was completely unique to the Jeep brand – adaptable to the natural habitats of any market around the world. No other automotive brand has a connection to nature quite like the Jeep brand has, so it was very rewarding to create a piece of communication that was not only authentic, but also highly relevant towards the Jeep brand’s mission in becoming the most sustainable automotive brand by 2030.”

 ‘Nature is in our nature’ lives across print media, while graphic branding features in Jeep brand showrooms across the United Arab Emirates. These tactical placements transport Jeep brand vehicles from urban showroom environments back to where they belong – the wild – reminding showroom visitors that their next unforgettable adventure into the great outdoors is only one Jeep brand journey away.

‘Nature is in our nature’ follows the recent launch of another graphic print campaign created by Publicis Groupe Middle East, which is also inspired by the Jeep brand grille. Called ‘The Call of Adventure’, it features the Jeep Brand Call of Adventure Font – a new design language made up of the Jeep brand grille’s distinctive dots and dashes. 

‘Nature is in our nature’ is now running in the United Arab Emirates, and will roll out in other Jeep brand markets globally in 2022. 

Client: Jeep (Stellantis)

Agency: Publicis Groupe Middle East

Executive creative director: Tuki Ghiassi
Creative director: Anton Marais
Copywriter/art director: Jason Walden
Junior art director: Ehab Salman
Integration director: Ray Samman

Chief creative officer: Rafael Augusto
Creative director: Mohamed Bareche
Associate creative director: Diego Wortmann
Associate creative director: Erick Monero
Senior art director: Paulo Ottaviani
Art director: Randy Balbon
Business lead: Jean Traboulsi
Senior account manager: Marine Melhem

Chief marketing officer – at Stellantis, Middle East & Africa: Melhem Najm
Head of marcom – Jeep Middle East: Cristina Guida La Licata
Brand marketing – Jeep Middle East: Lyda Camargo