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 re
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