Background

Sustainability is becoming increasingly important to automotive brands – but more so to Jeep. As a brand that is centered around discovery and nature, it’s imperative that we foster a greener approach to protect the places that we love to explore.

In some markets, we have already launched the electric Wrangler 4xe, while we’ve also introduced a global sustainability platform called “Mission One Earth” to support us in becoming the world’s greenest SUV brand by 2030.

To brace our audience for the activation of “Mission One Earth” in the Middle East, we were briefed to create a piece of brand communication to position our synergy with nature.

Creative Idea

Our grille is at the forefront of every adventure with Jeep, and as such, has become an icon that is instantly recognizable and associated with exploring the great outdoors.

We used the familiar form and shape of our grille to demonstrate that we are one with nature and that it's part of our brand's DNA.

Execution

Our iconic brandmark consists of 9 simple shapes – 7 lines and 2 dots. The more we looked, the more the negative spaces and elements of the grille resembled scenes in nature with a striking similarity.

With a simple crop, the negative spaces became trees, the circles became moons, and the slots became caves. The more we explored, the more discoveries we made - glaciers; squirrel holes; mountain tops.

Using only our grille we created a bold campaign that told stories of the countless places that Jeep enables you to see. The result was a new visual language that was entirely unique and ownable by Jeep. Simple and graphic, just like our grille.