The Defender is Land Rover’s toughest, most versatile vehicle. The New Defender for 2007 has all the legendary off-road capability you’d expect, as well as the kind of on-road comfort never before possible. The brief was to dramatise the significant changes to a vehicle that has barely altered in 40 years, when driving both offroad and on.

People who buy the Defender could be small business owners (farmers, foresters, engineers) who need a proper no-nonsense 4x4 for their work. Or they could be people looking for the same thing outside work – vintage car enthusiasts, yachtsmen or outdoor adventurers.

The beauty of Defender is its honest, heroic nature and genuine capability, so the creative approach had to be uncomplicated and to the point. The on and offroad message ‘Smoother on the road. Tougher in the rough’ is demonstrated using smooth and corrugated cardboard, a utilitarian material which is true to the integrity of the vehicle.Inside, the on and offroad messages are again balanced through a boldly styled brochure which can be opened either way – with an invitation to test drive, either on-road at a dealership, or on and off-road at a Driving Experience Centre.

The return on investment from this campaign was as heroic as the Defender itself. With no advertising support, our communications created a level of demand that far outstripped supply. Actual response was 2%, and for every pound spent we delivered an incremental £37 to Land Rover.