The brief
Develop a car-launch test-drive that would get five-star reviews from 500 international automotive and lifestyle journalists.
The response
The Thrill of the Chase: a unqiue experience that would immerse journalists in a real high-octane car chase, filmed by Hollywood royalty - giving them multiple editorial, video and PR content opportunities wrapped around our core creative concept. It would also give the brand a record-breaking car chase sequence to use across media channels.
My part in the project
- Leading the creative response from receiving the brief to giving a winning pitch to the client
- Developing the strategic approach from insight generation to campaign strategy
- Concepting the big, integrated idea – and ensuring it told a strong, unified story across all touchpoints
- Creative direction – overseeing design, copy and motion graphics to deliver beautiful, concise and impactful creative collateral
- Working closely with events and influencer marketing to ensure the proposed campaign could be delivered logistically and on-budget – making sure it wasn't a 'pitch unicorn'
- Selling the idea to board-level internal stakeholders ahead of the pitch
Key results
We won the pitch, ousting the incumbent agency and becoming Jaguar Land Rover's lead global experiential agency.