Cannes Lions

EMPTY QUARTER

RKCR Y&R, London / LAND ROVER / 2014

Film

Overview

Entries

Credits

Overview

Description

It might be called The Empty Quarter but actually it’s quite full. Full of treacherous quicksand, impassable 250ft dunes and vicious sandstorms. not to mention deadly scorpions, frisbee sized camel spiders, venomous snakes and armed militia.

Execution

The sheer scale of logistics for this production was incredible, the heat and remoteness giving us no end of problems getting fuel, food and water to the right places at the right times. This was a non-stop challenge which made our "set" over 900km long.

It took 4 months of pre production. We did two 10 day recces to plot the course and ensure that we could safely race 2 cars/crew through the desert.

Due to some visa irregularities, the crew was delayed but the race date was immovable. What should have been six days preparation turned in to six hours - the unit racing against time to get into position with our local crew and camera equipment.

In the Empty Quarter we had no cellphone signal and only very intermittent satellite phone reception, which made precise planning of logistics essential. Despite inevitable vehicle damage in the unforgiving terrain, units being marooned deep in the arid wilderness, food poisoning and sleep deprivation, we made it through on a diet of local cuisine including sheep brains.

Add to this the fact that we were attempting this challenge in a totally unmodified production vehicle and you understand why several of the locals were saying we were crazy to attempt it.

Through detailed planning and thanks to a brave driver we carved through the desert reaching the end checkpoint in the fastest ever recorded time of 10 hours and 22 minutes…and came away with the most incredible footage of the journey.

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