2011 Winners & Shortlists

Brief Explanation

To further enhance the Land Rover's legendary capabilities.

The Brief

To promote and instill the classic adventurous spirit of Land Rover in the next generation of prospective owners.

How the final design was conceived

The brand campaign portrays Land Rover owners as a group of people with an unconventional point of view. For them, there is nothing special about rare creatures found in hidden places around the globe. They are merely food, camping tools or toilet papers. The campaign was based on an extensive zoological and botanical research and designed in a way that evokes a feeling of "textbook" pictorial illustrations . Keeping it raw and earthly to preserve the brand personality of Land Rover, we used bad cut outs to evoke a "scrapbook" kind of feel to it.

Indication of how successful the outcome was in the market

27% increase in the number of test drives. The campaign also successfully positioned Land Rover as the top-of-mind brand in the 4x4 car category.