Land Rover – Sand Drawing

The Challenge

• Create a unique piece of content to begin a year of Defender celebrations as Land Rover was stopping UK Defender production at the end of 2015
• Announce a trio of Limited Edition Defender models
• Content to be used across the business functions globally

Fan Insight

• People are passionate about the Defender brand and like to see its adaptability and strength put to the test

Creative Solution

• The design for the first Land Rover was drawn on the beach at Red Wharf Bay in the UK in 1947 – we wanted to recreate this moment on a giant scale
• We drew an outline of the 4×4 on the same beach using a fleet of Defenders towing agricultural harrows – the 1km wide outline is the biggest piece of sand art the UK has ever seen

The Results