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Land Rover's market position is deeply rooted in the synergy between luxury and rugged performance. A brand that attracts consumers who value both adventure and sophistication.

The new Defender OCTA is a new addition to the Land Rover Defender lineup, pushing these boundaries even further.

Campaign concept overview

The Defender OCTA takes off-road performance to the next level with its V8 Twin Turbo mild-hybrid engine, embodying the spirit of embracing the impossible. The campaign concept, "ACCESS ALL AREAS," teases the limitless adventures that the Defender can undertake, elevating off-road exploration.

Creative Execution

Each OOH concept features wild & seemingly impossible terrains and landscapes, with road markings leading viewers into the scene. Showing that where the new Defender's going, we don't need roads.

To amplify the campaign, a dynamic stunt/CGI concept was created, offering an immersive experience from a pedestrian's point of view:

A billboard displays a woodland scene with road markings. Real world road markings, bend abnormally, leading into the OOH site.

As pedestrians watch on, a Defender drives into frame, unexpectedly turns into the OOH and seamlessly mounts into the scene, continuing it's journey into the forest scene beyond.