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.

2023 One Show - Print & Promotional

The Call of Adventure

Agency Publicis Middle East / Dubai

Client Jeep


Posters / Series

Annual ID


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. Cultural Context: Competitor automotive brands are trying to chip into the Jeep consumer base. One well-known American competitor has even gone as far as copying the Jeep Wrangler to win over a new audience. In an uncertain automotive landscape where production and supply chains were affected by the pandemic, our main objective was to retain our customer base. The Middle East Jeep Community is among the strongest Jeep communities in the world. They are explorers who choose the road less traveled. We needed to talk to them in a special way only they would understand and show them that no one understood them better than us. 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 and POS. With a simple online search, people were led to our microsite where they could translate the messages and generate their own content with cryptic messages using the Jeep Morse Code Font. 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.

2023 Awards

Total Points: 3




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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