Jaguar Land Rover tasked us with Red Havas U.K. with its first ever earned-led campaign across the European Importer Region (EIR) to drive awareness of the new Land Rover Defender as it rolled out in retailers across 32 European markets.  

Capitalizing on the zeitgeist of reconnecting with the great outdoors amid the pandemic, we launched the Land Rover Defender School of Adventure, giving people the opportunity to unleash and inspire their adventurous side, and learn how to become a true Land Rover Defender Adventurer. Built for individual markets, the School of Adventure was a fully integrated program, fronted by local high-profile adventurers to create a series of tutorials that taught people how to think and act like an adventurer, creating Masterclass-style content. We leveraged activations across owned, earned and paid in markets to create a buzz around the new Defender.