Automotive advertisements traditionally feature expensive looking photo shoots in dramatic locations. But we chose to demonstrate Land Rover as a brand that crosses language barriers with clever use of foreign language puzzles. Where other car brands might consider a crossword in French or German, the Land Rover puzzles are in the far more exotic Inuktitut, Tibetan, Tamazight, Cherokee or Mongolian. The puzzles were featured on the coffee-break pages of local newspapers, among the horoscopes and regular crosswords. This non-invasive strategy allows the reader to discover the branding in the advertisement, as they tackle a word-search in Tibetan.

Many inquiries were made on the 2010 new model line-up resulting in 1,000 real leads in two months.