Land Rover Design & Branding MAPPING THE WORLD IN 12 MONTHS by Y&R Dubai

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MAPPING THE WORLD IN 12 MONTHS

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Industry Cars, SUV & Four Wheel Drive
Media Design & Branding
Market United Arab Emirates
Agency Y&R Dubai
Released February 2013

Awards

Cannes Lions 2013
Design Lions Calendars Bronze

Credits & Description

Client LAND ROVER
Product LAND ROVER
Entrant Y&R DUBAI, UNITED ARAB EMIRATES
Type of Entry: Design
Category: FLYERS, TICKETS, INVITATIONS, POSTCARDS, CALENDARS, CHRISTMAS AND OTHER GREETINGS CARDS
Title: MAPPING THE WORLD IN 12 MONTHS
Product/Service: LAND ROVER
Entrant Company : Y&R DUBAI, UNITED ARAB EMIRATES
Advertising Agency : Y&R DUBAI, UNITED ARAB EMIRATES
Name Company Position
Shahir Zag Y/R Chief Creative Director
Shahir Zag Y/R Creative Director
Kalpesh Patankar Y/R Creative Director
Shahir Zag Y/R Copywriter/Designer
Kalpesh Patankar Y/R Art Director/Designer
Guillaume Calmelet Y/R Copywriter
Amin Soltani Y/R Agency Producer
Binnu Cherian Y/R Production Manager
Zaakesh Mulla Y/R Account Supervisor
Pierre Farra Y/R Account Manager
Jean Atik Jaguar Land Rover Marketing Manager
Brief Explanation:
Every year, many companies send out a calendar to their clients. And so does Land Rover. But how could we make sure ours stands out from the rest?
Describe the brief from the client:
To design the 2013 Land Rover calendar that demonstrates our vehicles' extraordinary capabilities, and bring out the new 'Above and Beyond' positioning of the brand.
Description of how you arrived at the final design:
The calendar is based on the core idea that in a Land Rover, every day is an adventure. Designed in the form of a road map, it takes our recipient around the world in 365 days. Every distance was calculated, every ferry ride was worked out and every day was carefully planned based on the terrain people would encounter. Its minimalist yet intuitive design engages the customers on a daily basis. With this calendar, every day the recipient could figure out where Land Rover would take them tomorrow or next month. Increasing the interaction between the recipients and the brand, and constantly reminding them to go Above and Beyond in their Land Rovers.
Indication of how successful the outcome was in the market:
We sent out 2,200 pieces to our existing customers across the regions and another 500 to our prospective customers. In return, we received 734 thank you emails, 417 requests for another copy and 68 test-drive bookings for the next two months.