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FILM | DIGITAL | SOCIAL | EVENTS | MUSIC VIDEO | OOH | APP | INSTALLATION
Launching a car inspired by the city.
The ‘Pulse of the City’ project was an 18-month programme launching the new Range Rover Evoque - their car for the city. It brought some of the best cities in the world to life through the people and things that make them incredible. We made wireframe street art; produced music videos; launched fashion collections; hosted technology fairs; made interactive films in Hollywood and created a comic book inspired miniseries. It was a dream project of collaborating with talent as diverse as OKGO, Surface to Air, Damien Lewis, Mark Ronson, and Victoria Beckham.
At the centre of the campaign was a digital platform where global ‘cityshapers’ could express their own version of the city they call home and where our audience could explore these cities and the new Evoque. We also created a geo tracking app that allowed people to share their journeys online and get involved in different events that we were holding in their city.
Evoque Street Galleries
With no physical cars available (our campaign started 18 months before launch),
we had to find a way to communicate the Evoque’s key design features. We worked with artist Benedict Radcliffe to create full scale wireframe models of the car which popped up
at events in over 40 cities.
For the Paris launch, we hijacked fashion week and commissioned four well known street artists to customize a wireframe to tell a story of the car – design, luxury, technology and sustainability and exhibited them around the Paris Autoshow.