creative director | designer
Range Rover
Forecasts For Adventure
project overview
To Hibernot is to explore new experience when others won't dare go. Our objective was to expand reach to a slightly different U.S. Range Rover audience and start speaking a winter weather language they can resonate with. 
The local news cycle is often the soundtrack to a snow day, but for some the news to stay indoors is seen as an opportunity to go out and make the most of the weather.  
This vignette series shows how a Range Rover owner turns these weather reports on their head and uses their vehicle to Hibernot.
how it worked
Pinpointing common wintertime happenings, we juxtaposed monotonous, yet clever news report audio with cheeky video of a adventurous Land Rover owner using their vehicle and its unique features to embrace the spirit of Hibernot.

Personalized, Geo-Targeted Content 
These videos were deployed on social media channels based on geographic weather patterns occurring across the nation. For example, when the pacific northwest's snowfall levels kept rising we deployed the "Snowstorm" video below. 

"Your current forecast: A few flurries are headed our way. Those in the area are advised to stock up on their vitals like snowshoes, ski lift passes, and hot cocoa mix. #Hibernot"

Forecast Title: "Post Snow"
Vehicle Capability Story: Auto Access Height / Hands Free Gesture Controlled Tailgate

"You'll be feeling some heavy wind gusts in the area today.
With winds up to 30mph - let's be sure to make the most of it. #Hibernot"

Forecast Title: "Wind Advisory at High Altitude"
Vehicle Capability Story: Front Climate Seats with Adjustable Bolsters

"A few flurries are headed our way. If you're attempting to leave the area we suggest
departing during the fresh snowfall to avoid delays.  #Hibernot"

Forecast Title: "Snowstorm with Accumulation Totals"
Vehicle Capability Story: Terrain Response 2 Auto

"We're in for a bit of a deep freeze this afternoon. You can fit in that pick up game after all. #Hibernot"

Forecast Title: "Freeze Warning plus Icy Conditions"
Vehicle Capability Story: Auto Start via Mobile / Headed Windshield 

"We are getting reports of heavy wintry conditions on various commuter routes this morning. Expect to arrive 20 minutes earlier on your way to work. #Hibernot  "

Forecast Title: "Winter Road Advisories with Snowy conditions"
Vehicle Capability Story: All-Terrain Progress Control / Fog Lamps
Behind The Scenes @ Mount Hood 
Elevation 11,250 Feet | Ave December Temp: 8 Degrees
Campaign Extensions

In order to tease out and introduce the spirit of Hibernot to the U.S, we created a 2 week cadence of social posts showcasing recent Ice Drive initiatives as well as a winter driving field guide.

Cinematic GIF animations of the Range Rover SVR were strategically deconstructed and served up to US audiences on Twitter and Instagram 

A sub section on landrover.com was created to further the spirt of Hibernot
for more ADV seeking audiences.
Check it out here.
And in other markets such as South Africa, Hibernot lived in evolving into #ThinkOutside for the Range Rover models. The concept was adapted in relevant ways through repurposed content.
↑Back to Top