Well Storied - Land Rover
Owner in Market Campaign 2019
THE CHALLENGE.
These films needed to work with a beautiful print campaign to evoke a genuine emotional response with current owners, and show them how they were part of a community, always going above and beyond.
HOW IT WORKED.
My journalism and storytelling experience was useful here as we needed to work with real people, and find a strong story that resonated with the audience and related to the vehicle.
THE RESULT.
We were lucky because Land Rover owners are adventurous and individual, one of the challenges was not having enough scope for all the stories we wanted to tell. The campaign was effective, leading to an 8.1% increase in ownership in a challenging economy. Here are a selection of my favorites.
The Night Club
Dr Joel Moskowitz is an amateur astronomer and loyal Land Rover Discovery owner. We wanted to capture both his natural sense of adventure played out through his vehicle choice and an element of humanity, reflected in his his longing to pass down his passion to his grandchildren.
The Reel Life
Juan Grobler's was an ideal casting for this project. His Land Rover Discovery helped him connect the three most important aspects of his life – family, rugby and fishing - and we traveled to Aspen Colorado to capture his story.
CREDITS
Michael Bernard: Photographer and Director
Brendan Moran: Executive Creative Director
Rebecca Couche: Creative Director
Peter Cooper: Senior Art Director
Erik Press: Producer
Deb Grisham: Print Producer
Casting Agent: Donna Grossman