We were tasked with creating a poster campaign that would engage Land Rover’s existing base of 4X4 enthusiasts – taking advantage of their loyalty to the brand and creating posters that would give them an opportunity to exhibit their love for the brand.

Borrowing from pop culture, we took advantage of the current 'Keep Calm' frenzy and made it our own. We put our own spin on the iconic poster design, infusing it with a sense of adventure and authenticity. The medium we chose – silkscreen printing – gave the posters the look and feel we wanted, with the end result being limited edition, one-of-a-kind pieces that have longevity as collectible art pieces. The posters were exhibited at dealerships to generate hype and, as only 50 of each poster design in the series was made, we offered the ‘artwork’ to the first respondents on Facebook.

The posters are doing what they were designed to do – they have created buzz, not only among Land Rover enthusiasts, dealerships and on Facebook, but beyond. What started as a poster campaign 'borrowed' from a well-known design has become iconic in its own right.