The Land Rover Escape Key

BRIEF: To promote and instill the classic adventurous spirit of Land Rover in the next generation of prospective owners. And encourage them to discover life beyond their office cubicles.

IDEA: Every prospective Land Rover adventurer has a day job and spends hours working on their PC every day. We decided to surprise them with the Land Rover LR4 Escape Key. A small object that lets them personalise their keyboard in a special way. Now when they're at work and routine drives them up the wall, the key will serve as a gentle reminder to escape the everyday. And consider test driving the Land Rover LR4.

RESULTS: We have sent out three batches of 800 pieces. The number of queries almost tripled. Test drive's up by 208%. But most importantly, it made Land Rover LR4 the top-of-mind 4x4 vehicle of our prospective customers.

Advertising Agency: Y&R, Dubai, UAE

Chief Creative Officer: Shahir Zag / Creative Directors: Shahir Zag, Joseph Bihag
Art Director: Joseph Bihag / Copywriter: William Mathovani
Head of Production: Amin Soltani / Producer: Leng Panganiban / Production Manager: Binnu Cherian
Business Director: Zaakesh Mulla / Account Managers: Pierre Farra, Farid Hobeiche
Account Executive: Dara Al Faqih / Production Company: Pixel Plus Media, DeJavu Dubai
Photographer: Jacqui Nightscales Photography / Post Production Supervisor: Subash Mishra
Retoucher: Gitten Tom / 3D Designer / Illustrator: Vineet Naik Parrikar