WINNER
CLIENT: Jaguar Land Rover
AGENCY: TMP Worldwide
CREATIVE TEAM: Nicola Scott, Manjoor Azizul and Craig Robinson
This was a clever and stylish campaign featuring lovely art direction, well-written copy and a consistent message across various media. Different images of parts of the body, all created out of stylised car parts, linked the human side of the organisation with top-quality engineering. The judges felt there was a particularly strong set of finalists in this category, also giving high praise to the Hertfordshire Constabulary and Vodafone campaigns.
"Having been almost dormant in the recruitment market for the best part of ten years, Jaguar Land Rover had a need to recruit a range of skillsets. However,there were some pretty unique branding challanges to overcome, including the fact that no one had used dual branding before (Jaguar and Land Rover), only guidelines existed for stationery, and the work had to please two fanatical sets of brand guardians, both unsure why they couldn’t feature products.
"We had to create a campaign true to the premium values of both Jaguar and Land Rover, without featuring either one. The target audience are car enthusiasts, ‘petrol heads’ who are interested in car parts. It had to convey the message that while the car is the star, it's the people that make the difference."