Jaguar Land Rover
Head of Content,
The Brooklyn Brothers
PR stunt, content
This was a really fast turn around project for Jaguar Land Rover. The brief was to create a PRable stunt to launch the new JLR plant in Itataia, Brazil. My role as Head of Content was to wear both a strategic and a creative hat so I set off to find an insight that would make this project grounded in more than just a stunt but an opportunity for the brand to create an emotional bond with the local community.
I found out that unable to rely on their country’s infrastructure and government, Brazilians often take it upon themselves to find solutions to problems afflicting their immediate surroundings. Because of this 60% of Brazilians would choose brands that invest in taking care of their cities with safety measures, cleaning, visual decoration and entertainment as they feel supported and understood by such brands.
With this insight in mind working with an art director we came up with 'Paint the town'. A real life initiative partnering with world-renowned Brazilian street artist Nove, Jaguar Land Rover employees, children and parents coming together to create a beautiful mural on a run down building in Itataia.
This visually arresting mural will act as both a celebration of the local regeneration - stimulated by the production plant’s new array of jobs for the community, as well a beautiful decoration uplifting the area.