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. 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. [Description of the Project]
Campania Mountain, Orangutan, River pentru Land Rover a fost concepută de Y&R Dubai, fiind recompensată recent cu Medalia de Argint la London International Awards, categoria Print — Art Direction Campaign.
1. Mountain: Child, I’ve been watching with curiosity for hours as you slowly crept towards me. I now see that which you plan. Let me dissuade you from this foolhardiness. I’m not some dirt mound that you may trifle with. I was born when the mighty lips of continents sighed and slobbered over each other. I have seen stars being rubbed out of existence. You and your contraption shall go no further. Damn your insolence, child. That tickles.
2. Orangutan: Brother, I am the keeper of a thousand trees in every direction. Pray do not try to pass through here. Because if you do, I shall ply this stick to your skull with such flair that your head will sing for a week with the clamor of consonants. Do not start the car, brother. Okay, fine. You may pass but do not dare presume to peek at my ladyfolk.
3. River: Sir, you are most sincerely mistaken. There will be no crossing here. My bank will offer no path and my bed no purchase. I plan to sweep you away and drown you, sir. Your flimsy hopes will be dashed against the jagged teeth of my rocks. You shall ooze, sir. Small fish will feed off your body’s secrets. Turn back in that vehicle of yours and go around me. How preposterous! Sir, I can feel you dancing on my spine!