Iconic Activity
CHALLENGE
Announce a celebratory broadcast to mark Land Rover’s 70th anniversary in a way that would put the iconic Defender front and centre.
INSIGHT / UNIVERSAL TRUTH
The original Land Rover is one of the most recognised vehicles on earth and has travelled the world across seven decades.
IDEA
To create a moment-in-time, we proposed ‘building’ the most remote Land Rover Defender ever, high in the French alps…
EXECUTION
Snow artist Simon Beck walked a precise outline of the iconic Defender into the snow 2,700m up in the French Alps. The giant 250m outline would be the most remote Defender in the world.
The outline would replicate the 1km-wide Line in the Sand activity used by Land Rover to announce the end of Defender production.
The activity was supported by a hero film, a set of still images and short social edits. These were made available to global media to accompany news of the live broadcast.
RESULT
- 50+ pieces of UK coverage
- 74K YouTube views
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