Land Rover 'tool kit' by RKCR/Y&R

A global press and digital campaign for Landrover Defender aims to highlight the car's primary role as a "tool".

The ads, by Rainey Kelly Campbell Roalfe/ Y&R, show the silhouette of a Defender on the wall of a workshop with a number of tools.

The art director for the campaign was Steve Williams and the copywriter was Adrian Lim. The production company was Tag and the media planning and buying is by Mindshare.

The creative team at RKCR/Y&R Steve Williams and Adrian Lim said "In the end the wall took us 4 days to build, rearrange, rebuild, then at the last minute, change our minds and rebuild again. But it was very satisfying when we finally got there