2010 Winners & Shortlists

Results and Effectiveness

Many inquiries were made on the 2010 new model line up resulting in 1000 real leads in two months.

Creative Execution

Automotive advertisements traditionally feature expensive looking photo shoots in dramatic locations. But we chose to demonstrate Land Rover as a brand that crosses language barriers with clever use of foreign language puzzles. Where other car brands might consider a crossword in French or German, the Land Rover puzzles are in the far more exotic Inuktitut, Tibetan, Tamazight, Cherokee or Mongolian. The puzzles were featured on the "coffee break" pages of local newspapers, among the horoscopes and regular crosswords. This non-invasive strategy allows the reader to "discover" the branding in the advertisement, as they tackle a word-search in Tibetan.

Insights, Strategy and the Idea

The brief was to promote the globe - trotting spirit of the Land Rover brand. The brand is well known and respected in the region for its breadth of capability and its heritage of adventure. Extraordinary vehicles are made for extraordinary people living extraordinary lives.