Land Rover Design & Branding FEEL SAFE INSIDE by Y&R New York

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FEEL SAFE INSIDE

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Industry Cars, SUV & Four Wheel Drive
Media Design & Branding
Market United States
Agency Y&R New York
Creative Director Damian Coscia, Guillermo Vega
Art Director Mihail Aleksandrov
Copywriter David Canning
Illustrator Dan Craig
Released April 2011

Credits & Description

Category: Posters
Advertiser: LAND ROVER
Product/Service: LAND ROVER LR4
Agency: Y&R
Date of First Appearance: Apr 29 2011
Entrant Company: Y&R, New York, USA
Creative Director: Guillermo Vega (Y&R New York)
Global Integrated Creative Director: Graham Lang (Y&R London)
Copywriter: David Canning (Y&R New York)
Art Director: Mihail Aleksandrov (Y&R New York)
Global Creative Director: Steve Whittier
Art Buyer: Jocelyn Woolard
Account Director: Keith Rhodes (SVP)
Account Director: Carter Rose
Asst Account Executive.: Christina Mastria
Retoucher: rRaul Pardo
Illustrator: Dan Craig
Media placement: POP/Retail - Land Rover Dealership - 29, April 2011 to present

Describe the brief from the client
To launch the 2nd phase of the Feel Safe Inside campaign, Land Rover asked for a print and poster extension of the campaign that can live in dealerships.

Describe the challenges and key objectives
The objective was to remind potential buyers of the benefit of owning and driving a Land Rover. The benefit being that you can feel safe inside a Land Rover, no matter what you may encounter on that big, bad, scary road.

Describe how you arrived at the final design
We went back to Land Rover's safari heritage, showing animals that are best know for being hunted driving safely and confidently through their frustrated and hungry predators.

Give some indication of how successful the outcome was in the market
Even though the campaign is fairly new, dealers all over the U.S. have embraced it as valuable support to the Feel Safe Inside concept.