WINNER
CLIENT: Jaguar Land Rover
AGENCY: TMP Worldwide
CREATIVE TEAM: Craig Robinson and Manjoor Azizul
Jaguar Land Rover's "Powered by people" message showed the importance of the human face of engineering. Instead of including a detailed job description for technicians, the copy emphasised the thrill and quality of the cars using the five senses - a clever way of engaging with the target audience.
"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."