The Opportunity

Land Rover wanted to showcase the Discovery Sport’s versatility as both a premium urban vehicle and a capable overland machine. With adventure travel resonating strongly with younger audiences, we saw an opportunity to position the Discovery Sport as the ultimate all-terrain vehicle through an aspirational journey that blended exploration, storytelling, and social engagement.

The Idea

Create Land Rover Overland Escape, an immersive adventure along the breathtaking Northern Pacific coastline and mountain ranges, demonstrating the Discovery Sport’s capability in real-world overland conditions.

The campaign documented a multi-day journey through British Columbia, highlighting the vehicle’s ruggedness and premium design while inspiring a youth-centered audience to embrace exploration. Through dynamic storytelling, video content, and real-time social posting/engagement, the campaign positioned the Discovery Sport as the ultimate all-terrain vehicle—equally at home in the city and on transcontinental adventures.