2012 Winners & Shortlists

Brief Explanation

The challenge was to approach the communication in a fresh and relevant way. The objective was to create a distinction for Defender in comparison to other 4WD vehicles.

The Brief

To promote and instill the classic adventurous spirit of Land Rover in the next generation of prospective owners. And to promote the serious off-roading capabilities of the new Defender to a younger audience.

How the final design was conceived

In terms of design, we believed om a less is more philosophy to create an unexpected campaign for Land Rover. So we took a very graphical and minimalist approach to cut through the clutter. Uniform 8-bit illustrations created the illusion of deep jungle, mountain and desert.

Indication of how successful the outcome was in the market

We registered 80 new enquiries about Defender within the first week of the campaign and Land Rover now has a waiting list for test driving Defender.