Ineos CEO and Britain’s richest man, Jim Ratcliffe is dead set on building a successor to the original Land Rover Defender. It’s been announced, but won’t be ready to buy until 2022. In the meantime we need to create some digital campaigns that will convince the world’s utilitarians that it’s worth the wait. A tool they can’t live without, from a manufacturer that understands them.
I worked with Ineos on some campaign concepts that would lay out what the Grenadier stands for, and who it stands for. The idea was to create a mantra that encapsulates the Grenadier Spirit, which people can recognise in themselves or their peers. Telling their stories would allow us to associate the attributes of the vehicle with the character of its target market.
