Cannes Lions

We Named It ''Defender'' For A Reason - George Adamson

TBWA\ISTANBUL, Istanbul / LAND ROVER / 2023

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Overview

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Credits

Overview

Background

Brief:

In order to highlight the cultural heritage of Land Rover we created a series of print advertorials. The main objective was to touch upon the tough struggles of explorers, environmentalists, wildlife conservators, and many other important professions with Land Rover, specifically Defender, beside them.

Strategy:

We saw that the people who dedicate their lives to defending animals, forests, nature, and life had something in common apart from their determination, courage, strength and unyielding stubbornness. And the powerful and reliable vehicle to accompany them in these tough causes was, Land Rover Defender.

Executive:

From various archives, we found photographs of people like Jane Goodall, George Adamson, Ken Jones, and Caroline Parmenter. Who have accomplished very important things for nature and animals throughout their lives, with their Land Rovers.

Outcome

Successfully repurposed the Defender’s name, using not just as model name but to highlight what the brand stands for and how it helped the real “defenders.”

With the campaign, we successfully highlighted the Defender’s heritage from a different angle, using real stories.

Spotlighted the Defender’s contribution to brave activists, fighting for their causes.

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