
withcivilizationfromwilddestinations
Hidden inside the Jeep grille, we discovered Morse Code – a language used to communicate with civilization from wild destinations.
withcivilizationfromwilddestinations
For true adventurers,
the strongest CTA is no CTA.
Our audience loves a challenge, so we intentionally avoided a seamless consumer journey and a CTA. Instead, our campaign turned every touchpoint into a intriguing journey through encrypted morse code messages.
The encrypted messages triggered their curiosity to follow our trail, unlock the code, and begin new outdoor adventures.
On the website they were able to decode the messages. They also created their own Morse Code signals to share and help other fellow adventurers to break out from the same vicious cycle. Triggering a morse code movement amongst the community.

withcividdesinaisesinais
withcividdesinations
To drive further engagement and UGC we allowed users do download our custom created jeep morse font

1x GrandPrix
2x Silver
5x Bronze

3x Gold
1x Silver
1x Bronze
2x Crystal

1x Gold
3x Shortlist

1x Silver
1x Bronze
2x Finalist

2x Silver
2x Bronze

1x Bronze
6x Merit

2x Silver

1x Wood
1x Shortlist

3x Shortlist

11x Shortlist
Client: Jeep® (Stellantis)
Agency: Publicis Middle East
Chief Creative Officer: Rafael Augusto
Executive Creative Director: Tuki Ghiassi
Creative Director: Anton Marais
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
Integration Director: Ray Samman
Senior Account Manager: Marine Melhem
Chief Marketing Officer, Stellantis, MEA: Melhem Najm
Head of Marcom – Jeep ME: Cristina Guida La Licata
Brand Marketing – Jeep ME: Lyda Camargo




Helping adventurers to break free from scroll and tap
On social channels, animations and beeping sounds were used to snap people out of the vicious cycle of scroll and tap.
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