Award: CAMPAIGN CATEGORIES \ C03. Best Brand Activation

Since 1948, the Land Rover Defender has a worldwide reputation for ruggedness and versatility. With the advent of the global pandemic, many country launches were relegated to virtual launches. However, it is fortunate that in Taiwan, small scale events are permissible, and this provided an opportunity for Defender to be launched as a physical event for 120 media and press attendees. An icon reimagined.

The challenge of launching a classic legend; the only physical launch possible for Defender in the world due to the pandemic – the stakes were high. Limited outdoor event spaces and the erratic weather at year-end added to the difficulty of this media launch. Our mission remained clear – an epic launch for the iconic Defender. An immersive experience that is authentic to Defender and that both garnered awareness and ultimately drove sales.