ORANGUTAN by Y&R Dubai for Land-Rover

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ORANGUTAN

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Industry SUV & Four Wheel Drive
Media Print, Magazine & Newspaper
Market United Arab Emirates
Agency Y&R Dubai
Art Director Kalpesh Patankar
Copywriter Shahir Zag
Illustrator Gitten Tom
Released March 2012

Awards

Asia Pacific Advertising Festival (AdFest) 2013
PRINT CRAFT LOTUS Art Direction SILVER
PRESS LOTUS Best of Corporate SILVER

Credits & Description

Entrant: Y&R Dubai, Dubai
Land Rover - "Orangutan"
Corporate Name of Client: Land Rover
Client Account Director: Jean Atik
Agency Account Directors: Sarah Locke/Pierre Farra
Agency: Y&R Dubai, Dubai
Chief Creative Officer: Shahir Zag
Creative Directors: Shahir Zag/Kalpesh Patankar
Copywriter: Shahir Zag
Art Director: Kalpesh Patankar
Art Buyer: Amin Soltani
Illustrator: Gitten Tom
Description of the Project
To promote and instill the classic adventurous spirit of Land Rover in the next generation of prospective owners.
The challenge was to approach the communication in a fresh and relevant way. And 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.
We wanted to promote and instill the classic adventurous spirit of Land Rover in the next generation of prospective owners ? in a new way. Which 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 get acquainted with the world's most interesting places.