Land Rover #Hibernot
The client’s challenge
In the UK, rain and clouds rule the winter months. Instead of locking the doors, sticking on the heating and hibernating, Land Rover says Hibernot. It's an annual celebration of the great outdoors that sees winter differently. This season, Land Rover wanted to connect with a younger, more urban audience and encourage them to get out and enjoy winter.
The idea
To target our social media obsessed urbanites, new media technologies and traditional media channels were brought together to bring the beauty of winter to life. At the heart of the campaign sat a media partnership with Instagram – where it’s technology and talent were used to help bring the campaign idea to life, both within the social platform and across a range of additional media channels.
Digital out of home
A series of digital outdoor media sites were transformed into 'transparent' frames that would expose the real urban landscape that sat behind. Using advanced camera technology and Instagram light filter technology, each outdoor site was updated with changing weather conditions in real time, to show the landscape behind in its very best light. The call to action 'Share your view' prompted people to get involved and share their winter views.
#Hibernot frames
To support the outdoor activity, we framed some of Britain's most spectacular winter cityscapes with super-sized Instagram frames. They were placed in locations chosen by popular local Instagrammers (Brighton, London, Edinburgh and Birmingham), and invited passers by to step inside, snap a perfect winter view and then share it with the hashtag #Hibernot.
Instagram masterclasses
A collaboration with Instagram super users, we created photography masterclasses designed to give budding photographers top tips to capture the very best images of winter.
Audience fame
We heroed the best of the #Hibernot submissions through social media and digital out of home, giving fame to the photos and people that embraced the Hibernot spirit.
