STORIES OF IMPOSSIBLE INDIA
SOCIAL, DIGITAL, OOH, PRINT AND PERFORMANCE MARKETING
CLIENT: LAND ROVER DEFENDER
AGENCY: Accenture Song
MY ROLE:
Art Director,
Concept development,
Lead Creative
PROJECT INFO:
Defender's brand position is 'Embrace the Impossible'.
To bring this to life we created a social first campaign that told epic stories of human resilience, set against a backdrop of India's toughest terrains. We featured real stories of people who embodied the spirit of 'Embrace the Impossible'. To do this we showed Defender travelling across India's most challenging environments, using it to find and share authentic stories from remarkable individuals across the country.
Defender takes us to the remotest locations across India, but it's the people and their stories who are the real hero of the films.
Ice Shepherd takes us to Ladakh — The Roof of the World — one of the coldest inhabited places on Earth. Here, generations of shepherds have adapted to an unforgiving climate to rear the region's prized pashmina goats, whose wool is renowned worldwide for its exceptional quality.
The Honey Hunter follows the Honey Hunters of Nilgiri. Scaling 300-foot cliff faces while swarmed by bees, these tribes rely on ropes woven from tree bark to harvest some of the rarest honey in the world.
