Brand
Land Rover
Project
Perspectives Direct Mail Campaign
Services
Creative Direction, Writing
Challenge: Create a direct mail piece that ties together the entire Land Rover family, from the entry-level Discovery Sport to the if-you-have-to-ask Range Rover Autobiography. A task which had, incidentally, eluded the brand thus far.
Solution: Go back to Land Rover's roots in exploration and adventure, and don't spare the romance.
Result: A two-touch direct mail piece that delivered. Copy wrapped the entire Land Rover brand in adventures that not only refined its approach to building vehicles, but refined its world view as well. Meanwhile, premium photography and paper gave the piece the feel of rugged refinement, while Japanese hand binding provided the finishing touch.
UPDATE: Now with the dubious distinction of being the only work I've ever produced to be hocked on eBay.