Land Rover

Survive your weekend adventure.

Land Rover wanted to show the Arab world the wealth of knowledge it has about the Middle East and reinforce the connection between the brand and its target audience.

Land Rover InstaSurvival – a social media response campaign, was created, where people could send a photo on Instagram along with their location and receive a personalized survival tip about their area within minutes.


For each request, we made sure the tip would be useful in the exact area.
We researched every possible danger, every animal indigenous to that location and the impact
of the weather, on the different terrains, people could encounter there and make their trip safe.


Client: Land Rover
My Role: Concept & Art Direction
Creation: Joseph Bihag, Beatriz Carosini, Guillaume Calmelet
Agency: Young & Rubicam
Place: Dubai
Year: 2013

Dubai Lynx Awards