Campaign Spotlight

Campaign Spotlight: Can you decode the Jeep brand call to adventure? Publicis Middle East creates font of adventure

DUBAI, UAE – The legendary American automobile brand Jeep has always been an icon that serves as an invitation for adventure. But what if it could communicate? Inspired by the Jeep brand grille, Publicis Middle East created a new language of adventure based on the Jeep brand grille’s distinctive dots and dashes, which have become a symbol of the Jeep brand’s adventurous spirit: O|||||||O

Just as Morse Code is made up of a series of dots and dashes, the Jeep brand grille has inspired the Jeep Call of Adventure Font. Refined to match the exact dimensions of the dots and lines of the Jeep brand grille, this design language features prominently in a new print and outdoor campaign called “The Call of Adventure,” created by Publicis Groupe Middle East.


“The Middle East’s Jeep brand community is among one of the strongest Jeep brand communities in the world. They live and breathe our brand values of adventure and discovery, know us inside out, and recognize our brand in an instant. They are explorers who choose the road less traveled. We needed to talk to them in a special way only they would understand, showing that no one understands them better than we do,” explained Melhem Najm, Chief Marketing Officer at Stellantis, Middle East & Africa.

After creating the new Jeep Brand Call of Adventure Font, Publicis Middle East developed “The Call of Adventure,” a campaign only true explorers will respond to. It is a campaign without a traditional call to action (CTA) – no Jeep brand name, just dots, and dashes waiting to be decoded by the Jeep brand community.

“For an audience that seeks adventure, having no CTA is the strongest CTA,” explained Tuki Ghiassi, Executive Creative Director at Publicis Middle East. “We loved the idea of giving the Jeep brand grille a voice, urging people to get back out there into the wild. So, we created a new Jeep brand grille font, which is based on the dimensions and look-and-feel of the Jeep brand grille logo. Then we used it to build all our messages, because the Jeep brand community doesn’t want all the answers – they want to discover things for themselves. The 7-slot Jeep brand grille is inseparable from the brand – a powerful icon that’s instantly recognizable to the Jeep brand community. It would be difficult for any other automotive brand to communicate in such relevant a way.”

In the same way that Morse Code is used to connect far-flung destinations, the Jeep brand Call of Adventure Font is the language of adventure, unique to the Jeep brand and its community.

To help people reveal the full meaning of the campaign, the Jeep brand has unveiled a hidden microsite where messages can be decoded, revealing taglines like “Disconnect,” “Off-grid,” and “Exhale.” The Jeep brand community can create their own calls of adventure by uploading their most adventurous photos and adding coded messages, ready for sharing.

To decode the campaign, visit


Client: Jeep® (Stellantis)
Agency: Publicis Groupe Middle East

Executive Creative Director: Tuki Ghiassi
Creative Director: Anton Marais
Integration Director: Ray Samman

Chief Creative Officer: Rafael Augusto
Creative Director: Mohamed Bareche
Associate Creative Director: Diego Wortmann
Associate Creative Director: Erick Monero
Senior Art Director: Paulo Ottaviani
Art Director: Randy Balbon
Junior Art Director: Ehab Salman
Business Lead: Jean Traboulsi
Senior Account Manager: Marine Melhem

Chief Marketing Officer – at Stellantis, Middle East & Africa: Melhem Najm
Head of Marcom – Jeep Middle East: Cristina Guida La Licata
Brand Marketing – Jeep Middle East: Lyda Camargo

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