Land Rover – Paper Bridge

 The Challenge

• Land Rover wanted to create a piece of unique story-telling content to celebrate 45 years of Range Rover at the Guangzhou Motor Show, in China, in November 2015.
• The resulting content would need to generate global coverage within the automotive media and beyond.

Fan Insight

• Range Rover is the definitive luxury SUV occupying a peerless position as the most capable and prestigious 4×4 in the world. It gave birth to the SUV as we know it today in 1970 and has evolved and innovated to maintain its status as the most desirable all-terrain vehicle in the world. The activity would need to reference this design and engineering

Creative Solution

• To underline Range Rover’s history of innovation and the precision engineering, lightweight aluminium construction and all-terrain capability of the current model, Land Rover committed to a unique project. The challenge? To drive the all-aluminium Range Rover across a bridge constructed entirely from paper.

The Results