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

A 'Defender' campaign built on the essence of the brand: Defending Nature.

We created a campaign emphasizing the cultural heritage of Land Rover vehicles, which have been preferred by explorers, environmentalists, natural life defenders, conservationist, and many other professions involving nature since the beginning of production.

We have noticed that people who dedicate their lives to defending all these causes share a common characteristic beyond their courage, strength, and relentless determination. They all drove a strong and reliable vehicle to accompany them in their challenging missions, a Land Rover. Thanks to the vehicle's four-wheel drive, powerful engines, and advanced technology, it has enabled many people throughout history to serve nature in the best way possible.

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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