Our mission: To target US military personnel based in Europe and direct them to the new Land Rover sales web pages.

Our plan of attack: To use the language of military dress. By adapting well-known designs and insignia, such as the Distinguished Service Medal, we created a Land Rover campaign that didn’t feature a single shot of a vehicle.

It was a bold but successful manoeuvre. We pulled in over 1,620 visitors in the first few months. And for us there was the added prestige of winning five creative awards.

How could we fill your competitors with shock and awe? Email us here and we’ll talk about it.