The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Craft / Art Direction
Annual ID
OS23_DM119M
About the Work
For the first time, we created a new design language so unique that no other brand could copy it or speak so directly to our audience, strengthening the bond between brand and consumer and sparking the beginnings of an unexpected adventure.
Cultural Context:
The Middle East Jeep Community is among the strongest Jeep communities in the world. They live and breathe our brand values of adventure and discovery. They are outdoor explorers who choose the road less traveled. So we captured their attention anytime they weren’t outside having an adventure, but rather were stuck indoors. We wanted to entice each one of them to pack a Jeep and go.
Insight:
The Jeep grille has always been an icon that served as an invitation for adventure. But what if it could actually speak? Interestingly, the Jeep grille logo consists of dots and lines, much like another communication system: Morse Code - the language of adventure, which is used to connect with civilization from far-flung destinations: the kind of destinations where only a Jeep can take you.
So we used it to develop the call of adventure, a campaign only true explorers would respond to.
Idea:
A campaign without a traditional CTA, because for an audience that values an adventure, the strongest CTA is no CTA. Instead, we minted a new Jeep Morse Font, refined to match the exact dimensions of the dots and lines of the Jeep logo.
Then we broadcast cryptic Jeep Morse Code signals across in-mall mupis, POS, and magazines. With a simple online search, people were led to our microsite where they could play with our font by translating messages and creating their own Morse Code signals. They also downloaded our newly created font for personal use.
The messages served as the call of adventure for people to disconnect, go off-grid, and exhale. Adding to the essence of discovery, our vehicles were hidden in our ads, so people had to search for them.
Results:
The Jeep community spontaneously started communicating in Morse Code, we started receiving Morse Code comments on our social posts, and our campaign was picked up by major industry blogs and magazines across the world.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Publicis Middle East / Dubai
Client / Brand
Stellantis Middle East & Africa
Media Distribution Company
Starcom Middle East / Dubai
Chief Creative Officer
Rafael Augusto
Chief Marketing Officer
Melhem Najm
Creative Director
Anton Marais
Mohamed Bareche
Executive Creative Director
Tuki Ghiassi
Account Director
Ray Sam
Associate Creative Director
Diego Wortmann
Erick Monero
Senior Art Director
Paulo Ottaviani
Account Manager
Marine Melhem
Brand Marketing
Lyda Camargo
Business Lead
Jean Traboulsi
Head of Marcom – Jeep Middle East
Cristina Guida La Licata
Junior Art Director
Ehab Salman
Randy Balbon
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