The essence of discovery at the heart of Jeep’s ‘Nature Is in Our Nature’ new campaign by Publicis Groupe Middle East
Posted on 2022 Jun,13  | By ArabAd's staff

One of the most recognizable features of the Jeep brand is the iconic seven-slot grille that is on every Jeep model. So much of Jeep's identity is wrapped up in that design that to think of it as anything other than Jeep is almost impossible.

Therefore, it is no surprise to see Jeep advertising communication worldwide capitalizing on what is considered 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, one that supports the pursuit of adventure wherever it may be.

By simply cropping into the grille from different angles, the shapes and negative spaces began to resemble elements from nature. With a striking similarity, lines became trees, circles became moons and arches became icebergs.

For a brand that embodies the spirit of adventure, tapping into elements from nature is not only relevant but it helps reinforce the idea that nature is part of Jeep’s DNA. And when it’s done with such subtle creative input, we can only applaud, as it is keeps giving Jeep fans new ways to explore their world.

“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.

Tuki Ghiassi, Executive Creative Director at Publicis Middle East, notes, “What started off as a simple print idea became a new visual language that was completely unique to the Jeep brand – adaptable to the natural habitats of any market around the world. No other automotive brand has a connection to nature quite like the Jeep brand has, so it was very rewarding to create a piece of communication that was not only authentic, but also highly relevant towards the Jeep brand’s mission in becoming the most sustainable automotive brand by 2030.”

‘Nature is in our nature’ lives across print media, while graphic branding features in Jeep brand showrooms across the United Arab Emirates. These tactical placements transport Jeep brand 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.

‘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.





Client: Jeep (Stellantis)

Agency: Publicis Groupe Middle East


Executive Creative Director: Tuki Ghiassi

Creative Director: Anton Marais

Copywriter/Art Director: Jason Walden

Junior Art Director: Ehab Salman

Integration Director: Ray Samman


Chief Creative Officer: Rafael Augusto

Creative Director: Mohamed Bareche

Associate Creative Director: Diego Wortmann

Associate Creative Director: Erick Monero

Senior Art Director: Paulo Ottaviani

Art Director: Randy Balbon

Business Lead: Jean Traboulsi

Senior Account Manager: Marine Melhem


Chief Marketing Officer – at Stellantis, Middle East & Africa: Melhem Najm

Head of Marcom - Jeep Middle East: Cristina Guida La Licata

Brand Marketing - Jeep Middle East: Lyda Camargo