Cannes Lions

LAND ROVER

RAINEY KELLY CAMPBELL ROALFE/Y&R, London / LAND ROVER / 2011

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For April Fools 2011, Land Rover introduce the self-levelling tax disc holder:A mock new law change to tax disc legislation stipulates that ‘your tax disc must be displayed within parameters that do not exceed 10 degrees’.Land Rover respond with a mock press conference where they announce the creation of the first self-levelling tax disc holder. This ingenious device uses Contra-Motion technology to make sure that your tax disc always remains level to the road and legally compliant.

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