Land Rover Design & Branding MONOLOGUE by Y&R Dubai

MONOLOGUE

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Industry Cars, SUV & Four Wheel Drive
Media Design & Branding
Market United Arab Emirates
Agency Y&R Dubai
Illustrator Gitten Tom
Released January 2012

Credits & Description

Category: Posters
Advertiser: LAND ROVER
Product/Service: AUTOMOTIVE
Agency: Y&R DUBAI
Chief Creative Officer/Creative Director/Copywriter/Designer: Shahir Zag (Y&R Dubai)
Creative Director/Art Director/Designer: Kalpesh Patankar (Y&R Dubai)
Illustrator: Gitten Tom (Y&R Dubai)
Account Director: Sarah Locke (Y&R Dubai)
Marketing Manager: Jean Atik (Land Rover)
Account Manager: Pierre Farra (Y&R Dubai)
Agency Producer: Amin Soltani (Y&R Dubai)
Media placement: Posters - Land Rover Dealer Showrooms, Land Rover Service Stations And Land Rover Office Building - 31 January 2012

Describe the brief from the client
To promote and instil the classic adventurous spirit of Land Rover in the next generation of prospective owners.

Describe the challenges and key objectives
We wanted to promote and instil the classic adventurous spirit of Land Rover in the next generation of prospective owners in a new way. This is why we took the graphical, minimalist and less picture-postcard approach, and went with designs featuring graphic geometric devices that pull you in into the location.
The brand campaign reimagined places off the beaten path like forest and river as commanding characters who give out incisive warnings through a highly emotive monologue. Challenging the viewer's determination to explore and be acquainted with the world's most interesting places.

Describe how you arrived at the final design
The challenge was to approach the communication in a fresh and relevant way. In addition, to maintain the high standards of Land Rover's brand communication and continuously strengthen Land Rover's position as the leading luxurious 4WD vehicle brand.

Give some indication of how successful the outcome was in the market
Traffic at the showroom increased by more than 3%. It also helped us increase the targeted number of test drives (140) for the first 2 weeks of February.