Land Rover | Standard Since Day One
Print / Press
When the new Land Rover Defender was unveiled, it was received with some controversy. Defender purists thought the new model was unnecessarily refined and the new technology had made it a bit ‘soft’.
However, since day one, explorers have embraced new technology.
So to introduce the new Defender 90 into New Zealand, we used archival photographs to celebrate the unique heritage and capabilities shared by the classic Defender and new Defender to remind enthusiasts that the new Defender is still very much a Defender.
Defender owners are an incredibly passionate group of enthusiasts.
So we created a user generated content extension to the campaign by inviting various Defender Owners' Clubs from around New Zealand to supply an image of their Defender, which we then turned into print, press and out of home.