2012 Land Rover Defender Launch: Prepare to Live
Land Rover Defender is a $45,000, tough, no-frills vehicle made to conquer the roughest terrain imaginable. Defender has been banned in the U.S. since 1997 and is returning in 2012 for one purpose: to out-drive the apocalypse.
Placed in urban environments with QR codes leading to the mobile game.
Apocalyptic Survival Game (for Tablets and Mobile)
Apocalyptic Survival is an iPad game in Wired Magazine and Fast Company that blends first-person gaming and real-life experience.
Remote Test-Drive Facilities
Apocalyptic Survival Game leads to real-world test drives in remote locations. Here, survivors can test the Defender's all-terrain capabilities firsthand.
Handed out at the remote test-drive locations.
Campaign concept/strategy, art direction and visual design
Copywriter: Rachel Carlson