To promote and instill the classic adventurous spirit of Land Rover in the next generation of prospective owners.

The brand campaign portrays Land Rover owners as a group of people with an unconventional point of view. For them, there is nothing special about rare creatures found in hidden places around the globe. They are merely food, camping tools or toilet papers. The campaign was based on an extensive zoological and botanical research and designed in a way that evokes a feeling of "textbook" pictorial illustrations . Keeping it raw and earthly to preserve the brand personality of Land Rover, we used bad cut outs to evoke a "scrapbook"kind of feel to it.

27% increase in the number of test drives.The campaign also successfully positioned Land Rover as the top-of-mind brand in the 4x4 car category.