Land Rover Defender - Capable of Great Things
September 2019 saw the relaunch of the world’s most anticipated car, the iconic new Land Rover Defender.
Imagination provided Land Rover with an unforgettable launch delivering a multifaceted experience campaign comprising of a global launch film, dramatic product reveal at Frankfurt Motor Show, supported by a cutting-edge VR experience and an AR app enabling customers to visualise the interior and exterior of the new Defender.
The making of the launch film for the new Jaguar Land Rover Defender needed to resonate with a global audience, create an epic, global newsworthy broadcast moment and provide a platform for the vehicle that was worthy of its proposition, ‘Capable of Great Things’.
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Defender Launch Film
Not only did we need to film in an extreme landscape, we needed to film somewhere remote as the project was still embargoed. Kazakhstan’s Charyn Canyon provided that and much more.
The largest landlocked country on the planet had to be the location of choice to unveil the new Land Rover Defender. With its arresting landscapes, dramatic sheer rock faces and terrifying overhangs juxtaposed with the serenity of giant plains, this was the perfect location to demonstrate the full capability of the Defender.
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Campaign Assets
A second, longer form companion film was released building on theme of Unstoppable. This film featured our main protagonist, Kenton Cool.
This film explored the human side to introduce the idea of personal endeavour and determination. Running alongside both films we created a series of 15s and 30s social edits running on Instagram, Facebook, You Tube and Twitter.
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VR and AR
Visitors at Frankfurt were able to truly experience Defender through a virtual reality experience - featuring Bear Grylls – that mirrored the adrenaline-filled action of the launch film and there were over 1,170 app downloads in week one.
Client: Jaguar Land Rover
Agency: Imagination
Role: Executive Producer
Formats: Launch film, Live broadcast, VR, AR, Social
Photo credits: Nick Dimbleby