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Land Rover

Paper Bridge

The Challenge

  • Land Rover wanted to create a piece of unique story-telling content to celebrate 45 years of Range Rover at the Guangzhou Motor Show, in China, in November 2015.
  • The resulting content would need to generate global coverage within the automotive media and beyond.

Insight

Range Rover is the definitive luxury SUV occupying a peerless position as the most capable and prestigious 4×4 in the world. It gave birth to the SUV as we know it today in 1970 and has evolved and innovated to maintain its status as the most desirable all-terrain vehicle in the world. The activity would need to reference this design and engineering

Creative Solution

To underline Range Rover’s history of innovation and the precision engineering, lightweight aluminium construction and all-terrain capability of the current model, Land Rover committed to a unique project. The challenge? To drive the all-aluminium Range Rover across a bridge constructed entirely from paper.

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