Defender Sendoff
Objective:
The iconic Defender will be ending its production run this year we need to use this opportunity to ensure that it’s remembered forever as a symbol of Land Rover’s commitment to building vehicles that go and take you Above and Beyond.
Challenge:
In a competitive market where new models launch every month, novelty and marketing spends pose a danger in Defender’s memory being replaced by the latest shiny new thing from some car company.
Insight:
The Defender is an iconic vehicle, and that terms means something to people. From Bob Marley to Elvis Presley to Pele to Frank Sinatra, icons live on long after they have physically left the world. And they live on not in statues or commemorative events but as a spirit and attitude in the many who continue to be inspired and influenced by the icons. It’s this immortality we need to achieve for the Defender.
Proposition:
IMMORTALISE DEFENDER
Turn the Land Rover Defender from a car into an attitude and spirit
Idea:
FINISH THE UNFINISHED JOURNEY
Role:
Strategy, ideation
Case study video
Teaser video
