Cannes Lions

AUTOMOTIVE

WUNDERMAN DUBAI, Dubai / LAND ROVER / 2015

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Overview

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Credits

Overview

Description

ARDHI (MYLAND in English) has been a source of pride across ages and generations in this region. Because this land, and the treasures that it holds, has made it people who they are. So we decided to inspire the youth to rediscover their land through a campaign that spoke their language and took them beyond the roads. Because that's where the real story of this land lies.

The campaign not just brought forth unknown stories of people from this land, resulting in hours of rich content from Tunisia to Qatar and Lebanon to Bahrain. We mapped the Tropic of Cancer for the first time in the region, which led to a 45-minute documentary created by National Geographic. Then, through the first-of-its-kind social off-roading app, we let people write their own stories by mapping trails, discovering new ones and exploring gamification like never before.

Execution

ARDHI, which translated as MY LAND in English, was launched as the first-of-its-kind social off-roading app.

The app invited users to create their own off-roading trails or discover new ones.

Features

1. Create your own unique path, or travel down paths created by your friends, and rate them based on how difficult and enjoyable each path is.

2. Earn badges for your accomplishments, and share them for everyone to see.

3. Use the Flare feature when you’re in trouble and need a hand.

4. Save all the videos and pictures you take during your trips, share them on social media and tag your friends.

5. Traversing unknown terrain can be risky. Get survival tips that can help you face worst-case scenarios, whether you’re crossing wadis or dune bashing.

Outcome

As the app has been launched very recently, the results are still awaited.

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