Land Rover's Defender is a tough workhorse, bought by those who need its strength and resilience – people who work outdoors like farmers and foresters, for whom the ability to shift heavy loads is paramount. In the face of more modern-looking competition, Land Rover needed to announce a dramatically improved New 2007 Defender, with a gutsy new drive-train that would outpull virtually anything.

It's too early for full results, but early indications are very encouraging, with responses running at 4% after only ten days. Most of these have registered their interest in attending a Defender event in late Spring when the vehicle is launched.

We wanted to communicate the benefit of increased torque. So we produced a mailpack that the recipient interacts with physically – to open it, they have to flex their muscles and pull it apart, against the force of hidden magnets. Once they have, the benefit is clear: 'more torque, more gears, more pull'.