The Jeep brand grille is one of the most distinctive icons in the automotive industry, recognized instantly by adventurous spirits from across the globe. Inspired by this simple icon, which consists of two circles and seven lines (OIIIIIIIO), the Jeep brand and Publicis Groupe Middle East have discovered an entire world living inside of it.
In collaboration with Publicis Middle East, Jeep has revealed its latest campaign which identifies the automotive brand’s community of adventurers. The campaign features the Jeep logo, which has been cropped from different angles, leading to shapes and negative spaces resemblance to elements from nature. With a striking similarity, lines became trees, circles became moons and arches became icebergs.
“The more it was explored, the more discoveries we made – squirrel holes, mountain rocks, bat caves and more are all hidden within our icon, waiting to be discovered by our community of adventurers. Using only the Jeep brand’s iconic grille, Publicis Middle East has found a way of telling stories about the countless places that a Jeep brand vehicle enables you to explore in the wild,” explains Melhem Najm, Chief Marketing Officer at Stellantis, Middle East & Africa.
True to its nature, the campaign targets its consumers’ adventurous spirit, “We are speaking to an audience that shares the Jeep values of adventure and discovery. Close encounters with nature are magical, so we searched for stories that reflected that. How many people get to witness a wolf howling at the moon, or hear a dear sneaking through a dense forest, or live through the feasting frenzy of a bat colony? Jeep owners do. Using the iconic elements of our grille to tell these stories builds a powerful emotional association between our brand and the joy our audience gets out of going on these kinds of thrilling journeys,” said Tuki Ghiassi, Executive Creative Director at Publicis Middle East.
The campaign has launched across print media, along with graphic branding features in the brand’s showrooms across the UAE. These tactical placements transport Jeep vehicles from urban showroom environments back to where they belong – the wild – reminding showroom visitors that their next unforgettable adventure into the great outdoors is only one Jeep brand journey away.
‘Nature is in our nature’ follows the recent launch of another graphic print campaign created by Publicis Groupe Middle East, which is also inspired by the Jeep brand grille. Called ‘The Call of Adventure’, it features the Jeep Brand Call of Adventure Font – a new design language made up of the Jeep brand grille’s distinctive dots and dashes.
According to Ghiassi, Jeep owners have a very specific mindset. “We call it the Jeep way of life. Where others see rocks, our audience sees roads. This makes the Jeep an interesting proposition to any potential consumer who shares this mindset. This campaign appeals to people who choose the road less traveled and who have the spirit of discovery within them. It’s also highly relevant to the Jeep brand’s mission of becoming the most sustainable automotive brand by 2030. After all, our audience values nature above everything else,” he further added.
Nature is in our nature is now running in the United Arab Emirates, and will roll out in other Jeep brand markets globally in 2022.