© 2019 Phillip McCarthy

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Land Rover

 

Perspectives

Challenge: Create a direct mail piece that ties together the entire Land Rover family, from the $250,000 Range Rover Autobiography to the $37,000 Discovery Sport. 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.

     

Bonus: For those who required an extra push, touch two delivered it, with impressive end results. Exact sales numbers are confidential, but as of March 2017 they numbered in the thousands.

UPDATE: Now with the dubious distinction of being the only work I've ever produced to be hocked on eBay.