Title	TOP ART
Brand	LAND ROVER
Product/Service	RANGE ROVER EVOQUE CONVERTIBLE
Category	C03. Exhibitions / Installations
Entrant	JAGUAR LAND ROVER MADRID, SPAIN
Idea Creation	GEOMETRY GLOBAL Madrid, SPAIN

Name	Company	Position
Victor Alvarez	GEOMETRY SPAIN	ECD
Javier de Vega	GEOMETRY SPAIN	CD
Nuria Arroyo	GEOMETRY SPAIN	Account Director
Israel Reyes	GEOMETRY SPAIN	Managing Director
Howard Smiedt	GEOMETRY	CCO

Why is this work relevant for Brand Experience & Activation ?

We managed to place the brand somewhere in theory not allowed. And using the car's distinctive feature we created an experience just where the visitor was.

Background

200 galleries. 27 countrie. 250 art collectors. 44 nations. ARCO is one of the world’s most exclusive art fairs.   Exhaustive controls ensure that sponsorships and brands are absent, or totally discreet.   But Land Rover’s philosophical epicentre, ‘transformation through design’, wanted to become ARCO’s first ever brand exhibit.

Describe the creative idea

We needed a reason to be a visible sponsor during the fair, so we created the first ever branded art gallery installation.

Describe the strategy

Creating a canvas from a distinctive part of the car, we were able to place our product and brand inside the exhibit.

Describe the execution

Using the capote of Land Rovers Evoque Convertible as their canvas, 5 Spanish artists turned Land Rover into a creative protagonist, passing these exhaustive controls.   Presenting 5 unique and considered approaches they transformed the capote into a remarkable display of individual expression. This exhibit also encouraged creativity online in support of Apascovi, [inspiring children with mental disabilities through art]. A bespoke environment allowed these children to participate in designing their own capotes.

List the results

100.000 visitors. 1.089 capotes designed online raised 1.089€ for disabled children. Earned media of 300.000€. 10.000 social media impressions in one week.