Jeep and the teams behind the “Call of Adventure” campaign has won the top spot in the automotive category of AdForum’s Business Creative Report.
This reflects the campaign’s success in capturing attention and resonating with audiences worldwide.
Crafted by Publicis Middle East and Starcom ME, the campaign’s offers the Jeep community a unique visual language to communicate their passion for adventure. Innovative storytelling and a strong connection to the brand’s spirit have gained global acclaim.
The brand was able to tap into the spirit of adventure and foster a sense of community among its audience.
Melhem Najm, Chief Marketing Officer at Stellantis, Middle East & Africa, said: “This campaign encourages our community to spend more time outdoors, considering that people nowadays spend over 93 per cent of their lives indoors. Our goal was to reduce this indoor time statistic through the language of adventure, uniquely spoken by our brand.
“The overwhelming response and recognition from global creativity festivals underscore the impact of our message. We are immensely grateful for this honour and for becoming the most awarded campaign in the automotive sector in 2023.”
The campaign captures the Jeep’s adventurous spirit by introducing the Jeep Call of Adventure Font. It is inspired by the iconic dots and dashes of the Jeep brand grille, symbolising the brand’s heritage of exploration and discovery.
The design of this innovative font serves as the cornerstone of a captivating print and outdoor campaign, aptly named ‘The Call of Adventure.’
By tapping into the brand’s heritage and values, the campaign aims to create an immersive experience that goes beyond mere advertising. It encourages enthusiasts to engage actively, decoding hidden messages within the campaign’s content.
Tuki Ghiassi, Executive Creative Director, Publicis Middle East, said:“It is a privilege to work with a global brand of this magnitude, and a privilege to be the agency at the helm of the Jeep brand in the region. The success of “Call of Adventure” is the result of all the stars aligning. We have a client who demands creativity. We have a creative team who expects nothing but the best from themselves.
“And we have the support of Publicis leadership, who believe in spearheading excellence in our field. I would like to thank my team for the efforts they put in every day to surprise our client and our consumers. I would like to thank Stellantis for their support. And lastly, I would like to thank every judging panel that saw the value in our campaign and awarded it. It was a pure idea with the Jeep brand and its consumers at its core. We are humbled and it gives us added motivation”
