RKCR/Y&R has produced new print work for Land Rover Defender. The campaign demonstrates the Land Rover Defender’s capability. The brand’s reputation is built on its ability to deal with any situation, no matter how hard that may be.
RKCR/Y&R thought a map of the world seemed an ideal solution. However this is no ordinary map, the landmass was entirely made up of the iconic shape of the Defender itself. The mountains, deserts, even the polar caps were all made out of Defenders, implying that no matter the terrain the Defender was more than capable of conquering it. This was neatly summed up by the headline on the front cover of the map which read ‘70% of the World is covered by water the rest is covered by Defender’.
· Client: Land Rover UK
· Media: Press/Poster/DM
· Project Name: Map
· Advertising Agency: RKCR/Y&R
· International Creative Director: Brian Fraser
· Copywriter: Phil Forster
· Art Director: Tim Brookes/ Lee Aldridge
· Planner: David Murray