With a younger, urban audience, we knew they were heavier users of social media than our older, family audience, particularly Instagram.

This audience love taking and sharing images of their urban lifestyles, and using Instagram to filter and retouch their photos to make them look their best was a new norm for them. Through this obsessive filtering and sharing behaviour you could say this generation were living their lives in a new light.

We saw an opportunity to exploit this new amateur mobile photography and filtering trend, to expose the beauty of winter in a new way, and enable them to see winter in a new light.

We would bring everything they love about Instagram into the real world, to enable them to see winter through a Land Rover lens and encourage them to spread the #Hibernot message for us.

Using Instagram's light filter technology and innovative camera technology, we turned a series of large digital posters into filtered lenses, exposing the beautiful urban landscapes that sat behind them. We changed the filters as weather conditions changed to show each landscape in it’s best light.

Taking the iconic Instagram square design, we created a series of ‘Hibernot Private View’ frames which perfectly positioned to frame some of the UK’s most dramatic urban landscapes, encouraging passers by to capture the perfect winter photo.

Working with Instagram super-users, we created a series of winter photography masterclass videos, containing tips on how to capture the perfect winter photo. These short form videos were distributed through Instagram and geo targeted to those in proximity to Land Rover retailers.

To conclude we took the best #Hibernot photos that were shared and made their owner famous by showcasing them on digital posters in their city.

Over 10,000 #Hibernot photos shared in Instagram.

Over 12m views of Instagram Masterclass video content.

78% of 25-44’s living in urban centers who engaged with the campaign agreed that LR was suitable for an urban lifestyle.

61% of 25-44’s living in urban centers said they would consider Land Rover for their next vehicle purchase.