Artist Wael Morcos works on the Arabic Art Project as part of the Golf GTI launch in the Middle East. In an effort to connect with its Arabic-speaking audiences, Volkswagen Middle East has released a film campaign, Arabic Art Project, following the creation of a Golf GTI-inspired font in collaboration with artist Wael Morcos.
Morcos, a visionary in the field of typography, designed an exclusive font that aims to capture both the heritage and modernity of the Arabic language.
Volkswagen Middle East then recreated the font with a captivating stunt: professional driver Ben Menzie carving Arabic script into Al Qudra’s desert sands in a Golf GTI.
Madlen Gruschka, Marketing Manager at Volkswagen Middle East, explained the creative strategy behind this campaign, stating that the project represents the brand’s commitment to innovation and respect for cultural heritage.
“The idea of combining the artistry of Arabic typography with the dynamic performance of the Golf GTI emerged from our desire to create something that celebrates our brand’s history and resonates deeply with our audience in the region,” she said. “Working with Wael Morcos has been a thrilling journey, and we are proud to showcase how Volkswagen continues to push creative boundaries while honoring the rich cultural tapestry of the Arabic-speaking world.”
Through this collaboration, Volkswagen has aimed to create a memorable and impactful project that resonates with the cultural and aesthetic values of the Arabic-speaking world. Responding to this, Volkswagen Club member Abdullah Bakr highlighted the project’s cultural significance.
“Arabic culture is deeply woven into our region, and it’s exciting to see Volkswagen celebrating this heritage,” he said. “The Golf GTI, with its iconic status, embodies the spirit of innovation and excellence found in Arabic typography. This initiative honors our cultural roots and showcases how the beauty of the Arabic language and the dynamic essence of the Golf GTI create something truly remarkable.”
The campaign also aims to draw a parallel between the precision in Arabic typography, bringing together art and engineering and solidifying Volkswagen’s commitment to cultural diversity and excellence.
