ICON - PHOTOGRAPHY

TitleICON - PHOTOGRAPHY
BrandJAGUAR LAND ROVER
Product/ServiceLAND ROVER DEFENDER
Category G07. Photography / Curation of Images
Entrant FOXTROT PAPA London, UNITED KINGDOM
Idea Creation FOXTROT PAPA London, UNITED KINGDOM
Production FOXTROT PAPA London, UNITED KINGDOM
Credits
Name Company Position
Andrew Gillingwater Foxtrot Papa Creative Content Director
Alex England Foxtrot Papa Art Director
Andrew Thomas Foxtrot Papa Executive Creative Director
Ross Trigg Foxtrot Papa Creative Director
Francisco Gomes Foxtrot Papa Art Editor
Jenny Richardson Foxtrot Papa Senior Account Director
Francesca Holt Foxtrot Papa Senior Account Manager

The Campaign

Featuring approximately 200 largely unseen photographs, 75 of which were commissioned specifically for the book, ICON is designed to connect with both die-hard enthusiasts and younger fans alike. During the commissioning process, photographers were selected either for their ability to capture people or their appreciation of the purposeful nature of Land Rover’s most iconic model. Our production team captured owners based as far apart as Solihull and South Africa.

Creative Execution

To make this different to every other Defender book on sale, ICON focuses on incredible stories about people and how it touched their lives. Over 204 pages there’s a foreword by Top Gear and Grand Tour star and lifelong Defender enthusiast Richard Hammond; 200 photographs, 75 of which are completely original; 80 individual stories about adventure, sacrifice and unexplainable passion; bespoke illustrations; a unique hand-drawn font; three different paper stocks and a bright Pantone orange colour that echoes the famous Defender G4 Challenge vehicles and gives the book maximum stand out. And finally, it’s called ICON because, well, that’s exactly what it is.

Indication of how successful the outcome was in the market

Announced by Jaguar Land Rover in June, all 5,000 pre-order slots were sold out within days. Response from client: “Throughout its 67 years of production, the Defender was a symbol for delivering above and beyond, touching many, many people’s hearts along the way. ICON delivers an incredibly accurate understanding of what makes the original Land Rover so special.” Chris Thorp, Senior Manager, Jaguar Land Rover Global PR Communications

The opening line of ICON reads: ‘This is not just a book for Land Rover people, it’s a book about Land Rover people’. This was the foundation for all our photography, directing our creative to tell both the vehicle’s story and the corresponding human story. In addition to our own photography, we also scoured the world for photos of the Defender in far-flung locations. Countless hours were spent researching and unearthing images, providing us with a rich pool of material from across the globe. We also visited the British Motor Industry Heritage Trust’s archive in Gaydon. Images were selected on merit of rarity, quality, human interest, sense of adventure, historical importance and ability to highlight the vehicle’s truly universal appeal.