The Challenge
- Create a unique piece of content to begin a year of Defender celebrations as Land Rover was stopping UK Defender production at the end of 2015
- Announce a trio of Limited Edition Defender models
- Content to be used across the business functions globally
Fan Insight
People are passionate about the Defender brand and like to see its adaptability and strength put to the test
Creative Solution
- The design for the first Land Rover was drawn on the beach at Red Wharf Bay in the UK in 1947 – we wanted to recreate this moment on a giant scale
- We drew an outline of the 4×4 on the same beach using a fleet of Defenders towing agricultural harrows – the 1km wide outline is the biggest piece of sand art the UK has ever seen
Reach
6.3million
Increase in media reach
31%
Number of countries
40
You Tube Views
100k+
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