THE DEFENDER
SENDING OFF AN ICON
This was a pretty emotional, and daunting, project for me. Paying tribute and saying farewell to a vehicle that meant so much to so many wasn't a the typical campaign ask. Upon pouring over hundreds of images, films and stories from drivers about their expeditions, discoveries and journeys the solution seemed to present itself. The Defender wouldn't be the iconic legend it was, without the drivers. Using their stories we sent- off this legendary vehicle via the biggest 'photo' album.
SEE EVERYTHING
360˚SURROUND CAMERA SYSTEM
Land Rover's technology offered so many opportunities to tell some interesting stories.
Like the above print and social campaign, pointing out the threat that one may encounter.
Those who spotted it automatically got a chance to win a Land Rover off-road driving experience.
We even made a few social films all shot from the Land Rover's POV.
TURNING BILLBOARDS
INTO THE BEGINNING OF ADVENTURES
South Africa is a country rich with great outdoors locations and alive with natural beauty.
Ironically, the vast population lives within the borders of big cities, even our Land Rover drivers who have every reason to explore, often forget about the country’s amazing sights and opportunity for adventure. To remind South Africans about these exciting destinations, we turned billboards into the starting points of extraordinary adventures. Our billboards show, as the crow flies, the distance to well known and iconic outdoor 4x4 destinations across southern Africa.
AND USING BILLBOARDS
TO CLAIM 'OUR' TERRITORY
The urban centers of South Africa are surrounded by agricultural land and those are surrounded by game and nature reserves. Essentially Land Rover's playground. So we claimed it by placing these billboards en route, giving our drivers brand pride and giving our competitors brand envy.
TEST DRIVE OUT OF
THE URBAN RUT
Welcome to the Webtropolis.
A simple print and outdoor execution that drove viewers online, and out of their urban rut.
Viewers were able to tag themselves within the Webtropolis and comment on their current urban rut. Each received a 2-day test drive, allowing them to truly escape their urban trapping.
PRODUCT INNOVATION
"THE BOTTLE CAP"
HERE ARE A WHOLE BUNCH
OF OTHER FAVORITES
The Land Rover account was always busy, we were always making something, making this edit hard as I have a lot of heart for most of the work. If you'd like to see more, I'm game.
