The Call of Adventure

The Jeep® brand grille has always been an icon that serves as an invitation for adventure. But what if it could communicate?

Inspired by the Jeep brand grille, one of the most iconic brand marks in the automotive industry, Publicis Middle East has 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

This design language features prominently in a new print and outdoor campaign called ‘The Call of Adventure’, created by Publicis Groupe Middle East.

. 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,” explains 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."

To help people reveal the full meaning of the campaign, the Jeep brand has unveiled a simple 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 www.jeeplifeiscalling.com