Cannes Lions
WUNDERMAN BRAZIL, Sao Paulo / LAND ROVER / 2008
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Description
Defender is a car that has passed through generations. It’s now turning 60 years old, so let’s get together and celebrate.
Execution
In typical Japanese Zen gardens we found the emotion we wanted to convey to the customer: a relaxing and comfortable way to face new, unexpected terrains, like sand. For the action, in addition to rocks and sand, we added a few twigs to create obstacles to be overcome by the authentic 4x4 vehicles – small Land Rover models that replaced the teeth on the traditional sand rake. The pieces were installed in massage clinics and therapy and relaxation centres and spas, all catering to a high-income public who would have a fun and relaxing experience.
Outcome
We registered several comments from clients who were impacted by the action in the clinics and spas that then went to a Land Rover dealership.
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