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Wunderman Irvine | Landrover LR3 | In deep red tape
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Land Rover's flagship vehicle, the LR3, was to make an appearance at the New York International Auto Show. Unfortunately, media space
around the site was either prohibitively expensive, or unavailable. Wunderman Irvine proposed a guerrilla and ambient solution, designed
to show off the car's go-anywhere capability.
One of the LR3's most remarkable features is its impressive wading depth: 27.6 inches. The communications team painted a red band
at this exact height on building walls, and on the muddied trouser legs of Land Rover promoters, to get the point across.
The campaign created a buzz that was noticed even by the media. It was so successful, that the client developed similar kits to be used
in dealer showrooms - a rare case of red tape being a good thing. |
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