The Jeep grille has always served as an invitation for adventure. Now it would speak for the first time.
Hidden inside the iconic 7-slot Jeep grille, we discovered the language of explorers - Morse Code. Just like Morse Code, the Jeep identity consists of dots and lines. So, we created a new Jeep font based on the dimensions of the grille logo elements, and bombarded adventurers with cryptic signals, inviting them to break away from mundane life to go on exciting journeys.
Morse Code is traditionally used to connect with civilization from far-flung destinations, exactly like the ones where a Jeep SUV can take you.
It's a campaign without a CTA, because true adventurers don't need one.
Grand Prix, 2 Silver and 5 Bronze at Dubai Lynx
2 Silver & 3 Bronze at Clio Awards
Silver and Bronze at London International Awards
2 Bronze at The One ShowWood Pencil at D&AD
10 Shortlists at Cannes
English translation of Morse Code in below visual: Disconnect
English translation of Morse Code in below visual: Escape
Translation of Morse Code in below visual: Off-grid
In-keeping with the theme of getting away from it all, our vehicles were subtly incorporated into the landscape of each visual, amplifying the concept of remoteness.
Our microsite contained a Morse Code translator to help people decode the signals they encountered across our campaign. They were also able to create their own Morse Code messages using custom photographs.
We created additional executions for markets across Asia, South America, Africa and Europe.
