Land Rover is running a new advertising campaign for the Freelander Fleet 2011, designed to appeal to businessmen with an adventurous streak. The print and digital campaign fuses the business world with adventure in a humorous way to create stand out in a business to business environment. Using three executions the campaign shows how the most classic of office environments can be used by those with a more adventurous disposition. We see a climbing a wall as an alternative choice to an elevator, piranhas circling the water cooler and a blowpipe used to stick memos to the office notice board. The Freelander 2 eD4 has CO2 emissions below the 160g/km threshold, giving the model greater appeal to fleet managers. The campaign tagline “The adventurous businessman is back” not only suggest that the Freelander 2 is now back as a fleet option but that you can again add a little adventure back into your business.
The Fleet 2011 campaign was developed RKCR/Y&R, London, by executive creative director Mark Roalfe, copywriter Phil Forster, art director Tim Brookes, photographer Andy Green, typographer Lee Aldridge, producer Ali Power, account director Glynn Euston, account manager Simone Raspagni, with national communications manager Les Knight.