Introduction
With 70 years of history, the Land Rover Defender has a special place in the heart of explorers, adventurous customers, and organisations that go beyond the beaten track.
The Challenge
A new Defender - true to its spirit
For its 2020 China launch, Land Rover wanted to showcase a new Defender that stayed true to its spirit while delivering on the needs of a changing society - where consumers look for more flexibility and an authentic urban explorer look.
What We Did
Rough, wild – but sophisticated too
The Uniplan team immediately understood our client’s need to bridge the gap between the heritage of the Defender and its new sleeker look. We created a launch event in an elegant setting, presenting the car on an inclined ramp that made it look “capable of great things” – the product tagline – but also offered the public a stunning angled view of its design lines.
