2013 Winners & Shortlists

The Brief

Land Rover wanted to give their existing and prospective customers something that they could keep with them at all times. Something that would be useful in the wild and promote the classic adventurous spirit of Land Rover owners.

Creative Execution

Land Rover owners are adventurers. They always push their cars to their limits, venturing where no one else has been before. But whilst a Land Rover can take on any obstacles it faces, once their drivers step out of their vehicles, they are at the mercy of Mother Nature. We wanted to create something that would encourage people to go on an adventure and be useful once out in the wild.

Describe the creative solution to the brief/objective.

We designed a practical Personal Extinction Prevention Book as a giveaway to all Land Rover owners. We researched every dangerous creature and the effects of different natural oils, scents, and everyday ingredients on them. The book not only gives tips to survive against some of the animals someone might encounter in the wild, but it actively protects its owner. Each page is a resealable packet that contains wet wipes coated with natural oils or an everyday ingredient that will repel or neutralize dangerous creatures.

Results

The book was sent to 3,000 existing customers, and the initial response was very positive. Land Rover showrooms were filled with requests for copies of this new adventure must-have. And after reading the book, over 170 Land Rover drivers even reached out to tell us their tips to repel dangerous animals. The client was so happy with the concept that the book is now going to be given away as a supplement to the cars’ manual with every new Land Rover sold.