Brand | LAND ROVER |
Product/Service | LAND ROVER |
Entrant | Y&R DUBAI, UNITED ARAB EMIRATES |
Category | Posters |
Entrant Company: | Y&R DUBAI, UNITED ARAB EMIRATES |
Design/Advertising Agency: | Y&R DUBAI, UNITED ARAB EMIRATES |
Brief Explanation
The challenge was to approach the communication in a fresh and relevant way. And to maintain the high standards of Land Rover’s brand communication and continuously strengthen Land Rover’s position as the leading luxurious 4WD vehicle brand.
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
We wanted to promote and instill the classic adventurous spirit of Land Rover in the next generation of prospective owners — in a new way. Which is why we took the graphical, minimalist and less picture postcard approach and went with designs featuring graphic geometric devices that pull you in into the location.
The brand campaign reimagined places off the beaten path like forest and river as commanding characters who give out incisive warnings through a highly emotive monologue. Challenging the viewer’s determination to explore and get acquainted with the world’s most interesting places.
Indication of how successful the outcome was in the market
Traffic at the showroom increased by more than 3%. It also helped us increase the targeted number of test drives (140) for the first two weeks of February.
Credits
Shahir Zag |
Y&R Dubai |
Chief Creative Officer |
Shahir Zag |
Y&R Dubai |
Creative Director/Copywriter |
Kalpesh Patankar |
Y&R Dubai |
Creative Director/Art Director |
Shahir Zag |
Y&R Dubai |
Designer |
Kalpesh Patankar |
Y&R Dubai |
Designer |
Amin Soltani |
Y&R Dubai |
Agency Producer |
Sarah Locke |
Y&R Dubai |
Account Director |
Pierre Farra |
Y&R Dubai |
Account Manager |
Jean Atik |
Land Rover |
Marketing Manager |