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Mindshare Land Rover Channel 4

Land Rover ‘Can and Will’ short film series ends with Bear Grylls story

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By Ishbel Macleod, PR and social media consultant

July 25, 2014 | 1 min read

The last instalment of Land Rover’s ‘Can and Will’ short film series is set to air tomorrow, Saturday 26 July, showing how survivalist Bear Grylls overcame his severe back injury to climb Mount Everest.

The film was created with RKCY/Y&R as part of Mindshare UK’s media strategy for the brand, the films for Channel 4 ran across TV and on catch-up through 4oD, on Channel 4’s digital platforms and in cinema.

Jo Hitchen, business director at Mindshare UK, added: “Land Rover is a brand that is synonymous with an attitude of aiming for new ground and exploring, of being bold and brave. We created a strategy for ‘Can and Will’ that encapsulates the values and ethos at the heart of this campaign by bringing together inspirational voices across multiple media through a series of innovative partnerships.”

Paralympian Ellie Simmons and actor Richard E Grant have been the stars of previous films produced by The Outfit as part of the campaign.

Mindshare has also worked with Land Rover to source talks from TED’s archive which reflect the core values of the campaign.

Mindshare Land Rover Channel 4

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