2013 Winners & Shortlists

Execution

Land Rover wanted to create a giveaway, for their new customers that would promote the classic adventurous spirit of Land Rover owners. Something that would cut through the clutter and that people would like to keep and take with their in their adventures. 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. So we created 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. The initial response was very positive. Land Rover showrooms were filled with requests for this new adventure must-have. And after reading the book, over 170 drivers even reached out to tell us their own tips to survive the wild.