Can And Will
Land Rover
Issue 32 | September 2014
Agency
RKCR/Y&R
Creative Team
Creative Director: Jules Chalkley Art Directors: Tim Brookes & Nick Simons Copywriters: Phil Forster & Jules Chalkley
Production Team
Agency Producer: Savana Jones-Middleton Photographer: Paul Murphy Director/ Production Co: Kevin MacDonald Rogue Producer: Sophie Hernandez Weldon Editor: Sam Rice-Edwards @ The Assembly Rooms Post Production: Huss Hassani @ Big Buoy Sound Design: James Saunders @ LFO Sound Typographer: Lee Aldridge DoP: Jaime Feliu Torres
Other Credits
Business Director: Nick Fokes Media planning/buying: Mindshare
Date
May 2014
Background
Land Rover wanted to drive appeal for it's master brand with a particular focus on 'warming up' a new audience for the forthcoming launch of the discovery sport. It wanted this done in a way that connects their brand, retail and sponsorship activities at both a global and local level.
Idea
Can And Will is a celebration of the spirit of defiance. The spirit that runs through the bold, the brave and the audacious. It seeks to inspire people to act on that spirit and fulfil ambitions and dreams. Whether it's venturing in space, overcoming a disability or simply breaking a personal barrier. Simply put Can and will is the fuel that drives every Land Rover driver. The campaign is focused around a series of content from real people each delivering an individual spirit of defiance. The TV promotes the long form content that is available at the campaign hub – canandwill.co.uk