Turning anticipation into action

Land Rover

Defender, Capable of Great Things

Our multifaceted experience campaign relaunched the world’s most anticipated car, the iconic new Land Rover Defender by bringing to life its proposition ‘Capable of Great Things’.

September 2019
The IDEAS Award - Best Virtual Reality Experience




social mediareach




app downloadsin week one


Capable of great things

By capturing Defender in Kazakhstan's spectacular Valley of the Castles, we created an epic product-reveal film that was the driving force behind the full campaign. The new Defender, driven by mountaineer Kenton Cool, can be seen tackling rivers and descending mountain edges.

The Defender needs to be experienced to be truly understood

Land Rovers have earned a unique place in the hearts of explorers, humanitarian agencies and adventurous families across the world. The experience highlights Defender's transformational breadth of capability while remaining true to the pioneering spirit that has been a Land Rover hallmark for 71 years.

The most anticipated launch in Land Rover history

The screening of the epic launch film in Frankfurt ended with Cool seemingly jumping from screen to real life by scaling an 11-metre wall inspired by the jagged rock faces of the canyon. This then transformed into a 42-degree ramp, which the new Defender dramatically descended, revealing itself to the world in parallel with a breathtaking descent in the Kazakhstan film content.


Value for 
the audience

Visitors at Frankfurt were able to truly experience Defender through a virtual reality experience - featuring Bear Grylls – that mirrored the adrenaline-filled action of the launch film and there were over 1,170 app downloads in week one.


The Defender launch stats for first 48 hours are nothing short of sensational, and Imagination have played a very big part in making the magic happen.

Rich Agnew

Global Brand Director, Jaguar Land Rover

Value for the brand

With 97.1% positive perception, our campaign ensured that Defender relaunched with impact. It reached the right press and global audience as well as provided audience members at the event with a unique experience that lives on in socially-shareable content.


Land Rover have been beside me in so many of our toughest adventures and this VR experience allows people to get a real sense of what it’s like on an expedition where everything is on the line.

Bear Grylls

The Defender launch has been truly momentous for the Land Rover family and one of the most eagerly anticipated reveals for some time. We are driven by creating experiences our customers love for life and Imagination has been a key partner in delivering an experience that emotionally connects our audience with the reimagined icon.

Fiona Pargeter

Global Customer Experience Director, Jaguar Land Rover

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