Landrover #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, LandRover 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
As part of the Lumiere London Light Festival, we created a series of five handmade large-scale specially lit ’Private View’ Instagram frames to showcase some of the festivals most spectacular sights, and to light up winter. Budding photographers attending the festival were encouraged to utilise the frames to capture the best angle of the light installations before sharing them via Instagram using the hashtag #Hibernot.
Each frame contained tips from famous Instagrammers on how to take the best picture of the iconic landmarks
Post Lumiere Festival
Following the Lumiere festival, we took the super-sized Instagram frames to other areas of Britain, lighting up iconic winter cityscapes in Brighton, Birmingham, Edinburgh, and London’s Southbank, inviting passers by to step inside and snap a perfect winter view.
Brighton
London
Birmingham
Edinburgh
