The Defender was Land Rover’s first vehicle, launched in 1948. To celebrate this date, Land Rover briefed us for an outstanding piece that also had the goal of introducing the 2008 model to an audience that is already in love with the model, people who have had at least two versions of the product.

Out of respect to the preferences of the target audience, we sent a replica of the classic version of the model. The package was the differentiating factor. We simulated a worn packaging that seemed to have gone through several mailings, faced being stacked, sacked and lost in the mail before it reached the recipient. The text discusses the history of the car, how it has been through diverse situations and uses, and to this day remains a 4x4 icon, with strength to spare and with 3/4 of all units ever made still in circulation. The piece invites the consumer to add to his collection on the shelf as well as in the garage.

In one month, 156 customers impressed by the action called for a test drive – an excellent number, considering that it is an expensive vehicle in Brazil.