2017 Winners & Shortlists

The Campaign

As we know it’s not always easy to manoeuvre quickly into parking areas. For this reason, unseen obstacles behind your car can cause unexpected accidents. By looking at Land Rover’s brand heritage inspired by nature, we adapted the fact mentioned above to our off-road cars. To point out this situation, we decided to catch drivers’ attention to Land Rover’s Rear View Camera which offers a safer and easier reversing with the “Land Rover Way” of expressing it. In each layout two animals’ viewpoints are shown in order to address the nature theme, as if they represent one body? capable of seeing the front and the back at the same time.

Creative Execution

The posters were designed to express animals as the most simplified silhouette shapes. We then placed them onto backgrounds that would carry the most iconic colors of their natural environment. Whilst doing this we still took care in preserving their natural shapes, to keep them distinguishable and understandable.

Indication of how successful the outcome was in the market

Among Land Rover Discovery’s target audience, awareness of the Rear View Camera System increased 44%.

Land Rover Turkey’s target audience mainly consists of a more affluent body of customers, people used to frequenting galleries, film festivals and concerts. Therefore we decided to draw their attention using graphic design and communication that would appeal to them.