London International Awards
2022 Winners and Finalists
Bronze
Design
Poster Campaign
Entrant: | Publicis Groupe, Dubai |
Brand: | Jeep |
Title(s): | "Exhale", "Disconnect", "Off-grid" |
Corporate Name of Client: | Stellantis, Middle East & Africa |
Chief Marketing Officer: | Melhem Najm |
Senior Client Brand Manager: | Lyda Camargo |
Client Marketing Directors: | Cristina Guida La Licata/Marko Radzic |
Agency: | Publicis Middle East, Dubai |
Chief Creative Officer: | Rafael Augusto |
Executive Creative Director: | Tuki Ghiassi |
Creative Directors: | Anton Marais/Mohamed Bareche |
Associate Creative Directors: | Erick Monero/Diego Wortmann |
Senior Art Director: | Paulo Ottaviani |
Art Directors: | Randy Balbon/Ehab Salman |
Agency Business Director: | Jean Traboulsi |
Agency Account Director: | Ray Samman |
Agency Account Manager: | Marine Melhem |
Description:
EXECUTION: We created a campaign without a traditional CTA, because for a target 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 created a campaign that was a journey of discovery, which would only appeal to true explorers.
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. 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 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, in the process, strengthening the bond between brand and consumer.
Our campaign was picked up by major industry blogs and magazines across the world, including Little Black Book, Clube de Criação (Brazil), The Stable (Australia), Roast Beef (US), La Reclame (France) and Campaign Middle East.
The Jeep community, unaffiliated with the Jeep brand, spontaneously started communicating in Morse Code on their Jeep Club Whatsapp groups, we started receiving Morse Code comments on our social posts, and club members printed Morse Code T-shirts.
TRANSLATION OF MORSE CODE HEADLINES:
TITLE 1 . -..- .... .- .-.. . (Exhale)
TITLE 2 -.. .. ... -.-. --- -. -. . -.-. - (Disconnect)
TITLE 3 --- ..-. ..-. -....- --. .-. .. -.. (Off-grid)