25th January 2016 Neil McKenney

Land Rover launches experimental ‘See Winter in a New Light’

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Land Rover has launched its third annual Hibernot campaign with Mindshare which takes the approach of encouraging people to embrace winter through an experimental campaign consisting of several stages.

The first stage of the campaign will see five Land Rover private view frames for Lumiere London, the city’s largest-ever light festival. The large frames will be placed throughout Lumiere London from Piccadilly to King’s Cross, to capture the festival installations.

The campaign will also have seven digital out-of-home advertising screens around London and Leeds which will live capture and frame the urban winter landscape with HD cameras. The cameras can be adjusted to create ideal framed images for people to capture and share on social media platform such as Instagram.

Using innovative technology the digital ads turn into a digital window frame allowing the viewer to see through to the other side. The technology allows a selection of specific filters to be applied depending on the weather/light to ensure the best shot. A content management system (CMS) will allow Mindshare to live monitor what is being shown at each site, while testing and updating a number of different filters.

Five Land Rover private viewing frames from Lumiere London will also be rebranded with ‘See Winter Differently’ and placed in key positions in the UK including Brighton, Birmingham, Edinburgh and Southbank in London. The frames will contain tips from famous instagrammers on how to take the best picture of iconic landmarks and encourage users to share on social media using the dedicated hashtag.

Creative director at Mindshare Becky Power, said: “This is a first-of-its-kind technological campaign with creative and social working hand in hand throughout. Mindshare wanted to aim even higher this year and with an urban brief we were able to bring in several tactics to reach Land Rover’s audience and encourage them to embrace winter.”

SOURCE: The Drum