CategoryA03. Cars & Automotive Products & Services


Name Company Position
Boon Kheng Tan Y&R Singapore Senior Art Director
De Neng Lim Y&R Singapore Copywriter
Kea SuiHong Y&R Singapore Business Director
Viraj Chouhan Y&R Singapore Senior Copywriter
Gerald Jian Y&R Singapore Junior Copywriter
Neel Dasgupta Akela Films Film Director
Umran Sheikh Akela Films Film Director
Amanda Lim Y&R Singapore Account Manager
Jabez Koh Y&R Singapore Intern
Emir Shafri Y&R Singapore Digital Lead/Senior Copywriter
Lucas Xavier Media Pop Project Manager
Kit Sunde Media Pop Chief Technology Officer
Cassie Ng Y&R Singapore Digital Art Director
Mindy Tulsi Y&R Pte Ltd Agency Producer
Melvin Kuek Y&R Singapore Managing Director
Siva Pathumanathan Y&R Singapore Digital Project Manager
Marcus Rebeschini Y&R Asia Executive Creative Director
Alvaro Bruch Y&R Singapore Digital Lead
Chew Fung Wee Y&R Singapore Account Director
Cheryl Seah Y&R Singapore Junior Art Director
Komal Bedi Sohal Y&R Singapore Chief Creative Officer, Singapore

The Campaign

The Defender vehicle has always been known for its exploration and heroism in completing countless journeys and rescue missions. To commemorate the 67 years Defender has carried us to complete our adventures, we want to invite public to share with us their unfinished journeys and with the Defender we will help finish it - to places where only a Defender can.

Creative Execution

We created a platform that enabled the most passionate but unfinished journeys from around the world to be completed by the Defender community. The campaign launched with an online video that was shared through social media and the internet, inviting people to share their unfinished journey. Everyone could publicly share their personal dreams, journeys they've been wanting to finish. These journeys were then matched with Defender owners that volunteered to help. From fulfilling a Graffiti artist's dream to bring education to the slums of Jakarta to chasing the darkest corner for the milky way; the Defender continues to live its legacy of going Above and Beyond. All these journeys are documented and shared on the website, allowing participants or even public to share them. Even as the car has reached its end of line production, the spirit continues to live on.

104.5 million digital impressions 2200% increase in website visits 100% increase for Defender online searches 2x increase in the duration for each visit +4 million views for web series

In a competitive market where new car models launch every month, the novelty and marketing spend of these new vehicles posed a danger in Defender’s memory being replaced by the latest shiny new thing from another automobile company. We needed to ensure that the spirit and nature in exploration and heroism that’s so strongly exhibited by the iconic Defender continues to live on in the Land Rover brand. What better way to have the general public, Defender owners/enthusiasts to come together through shared dreams and moments all fulfilled in a Defender.


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