2012 Winners & Shortlists

Brief Explanation

Aside from the typical Hat or T-shirt many people don’t know the extent of Land Rover’s Gear collection, which ranges from key rings to camping equipment and weatherproof apparel. Because Land Rover owners tend to be quite brand loyal, they would probably be the largest target segment for Gear, so our key objective was to create awareness for Land Rover Gear amongst Land Rover owners and get people to enquire about the products at the Land Rover Showroom.

The Brief

Land Rover has a range of accessories and apparel called Land Rover Gear. Our brief was to inform people, Land Rover owners in particular, about the range.

How the final design was conceived

Land Rovers are synonymous with the outdoors and rugged terrain. Our idea was to demonstrate that with Land Rover Gear you are perfectly equipped to become part of that outdoor landscape. So we created a Topographic poster made entirely of contour lines. A human figure wearing the Gear was seamlessly integrated into the contour pattern.

Indication of how successful the outcome was in the market

The poster was put up in Land Rover Showrooms and was very well received. There was a marked increase in enquiries and sales for Gear and the campaign is still running.