City life can be a trap, with its inhabitants are stuck in a routine and it’s hard to break free. Land Rover in South Africa ran “Webtropolis”, a print and outdoor ad drawing parallels between the aerial view of an urban grid and a spider web. Y&R South Africa’s goal was to instill Land Rover’s spirit of adventure, inspiring viewers to escape the city. The ad won Silver Press Lion at Cannes International Festival of Creativity.
The WebTropolis ad was developed at Y&R South Africa by chief creative officer Graham Lang, executive creative director Rui Alves, creative director Bibi Lotter, art director Justin Joshua, Rowan Foxcroft and Gareth Dean, copywriter Nkanyezi Masango, with illustration by Black Ginger.