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_OH030B
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 chose to be at the mall or at our showroom. We wanted to entice 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:
Using a traditional off-line medium, we triggered the interest of our inquisitive and adventure-hungry target audience.
First, we minted our new Jeep Morse Font, refined to match the exact dimensions of the dots and lines of the Jeep logo. Our headlines became disruptive Jeep Morse Signals broadcast across in-mall mupis and POS. Without a traditional CTA leading people down the funnel, a simple tagline, “It’s calling,” sparked curiosity for adventurers to track down our microsite.
Our translation tool made our copy interactive. Adventurers discovered meaningful messages in synergy with powerful imagery inviting them to disconnect, go off-grid and exhale.
Jeep facilitates an adventurous lifestyle and our campaign spoke to the essence of the brand, but also the need-state of consumers. For the first time, we harnessed a design language so unique to Jeep, no other brand could copy our approach or speak so directly to our audience.
2023 Awards
Total Points: 9
Bronze Pencil
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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