| Title | SCROLL |
| Brand | LAND ROVER |
| Product / Service | LAND ROVER |
| Category | B02. Consumer Products |
| Entrant | Y&R BEIJING, CHINA |
| Entrant Company: | Y&R BEIJING, CHINA |
| DM/Advertising Agency: | Y&R BEIJING, CHINA |
| Name | Company | Position |
|---|---|---|
| Y/R Wunderman/Shanghai | ||
| Nils Andersson | Y/R China | Executive Creative Director |
| A S Anam | Y/R Shanghai | Creative Director |
| Terrence Yuen | Y/R Shanghai | Creative Director |
| Rachel Yang | Y/R Shanghai | Creative Director |
| Recky Hou | Y/R Shanghai | Art Director |
| A S Anam | Y/R Shanghai | Art Director |
| Yu Tingjun | Y/R Shanghai | Art Director |
| Cann Jie | Y/R Shanghai | Art Director |
| Mido Xu | Y/R Shanghai | Copywriter |
| Diao Yaling | Y/R Shanghai | Illustrator |
| Recky Hou | Y/R Shanghai | Illustrator |
| Field Tian | Y/R Shanghai | Typographer |
| Darryl Juinio | Y/R Shanghai | Account Service |
| Bryce Whitwam | Wunderman Shanghai | Account Service |
| Porntip Suchanthabut | Y/R Shanghai | Account Service |
| Moto Xie | Y/R Shanghai | Account Service |
The brief was to effectively showcase the rugged prowess of the Land Rover in a way that truly communicated its ability to tackle China’s most challenging terrains ¬– both on and off road. In a way that would communicate that these vehicles are not simply there for show, but have the capability to truly take you anywhere.
As the piece unfurls you realise that the go-anywhere-conquer-all sentiment remains. It’s still highly conceptual – but it is also imbued with a cultural richness that helps it tell a new kind of tale. It’s ornate and strikingly detailed – all 2.8 meters of it! Just like any beautifully crafted Land Rover.
Existing, valued Land Rover drivers were sent a very special scroll. Every scroll was hand made, personally inscribed with the receivers name, and each one uniquely chopped and then boxed, with a satin lining and bone tie. Bringing that special Land Rover ‘spirit of adventure’ to life in unique and relevant Chinese way.
Not Applicable