‘Hibernot’ was a long standing Land Rover campaign that celebrated the great outdoors in winter. It had traditionally focused on the British countryside but this year, to coincide with the launch of the new Evoque, they asked us to target a younger, urban audience.
We knew that our audience were heavy Instagram users so we decided to highlight the beauty of urban landscapes, and show them how to make their own winter feed look spectacular.
We started by turning city billboards into huge Instagram filters that revealed the urban landscape behind. There were a variety of filters that updated in real time to enhance the image, whatever the British weather threw at us.
These were supported by masterclass videos from Instagram influencers, which were full of great tips for winter photography. In the second phase of the campaign we showcased the best of the #hibernot images in the OOH, giving our audience their own moment of fame.