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Marketing Land Rover Jaguar

Jaguar Land Rover launches book on The Defender with the help of Foxtrot Papa


By Andy Black | Editorial Account Executive

September 18, 2017 | 2 min read

Jaguar Land Rover (JLR) has launched ‘The Defender’, a book celebrating said 20th century icon, with the help of London agency Foxtrot Papa.

Land Rover and Foxtrot Papa created 'ICON - The Official Story of the Series Land Rover and Defender' which puts people at its core and through owners’ stories, high resolution photography and illustrations.

The Foxtrot Papa team shooting imagery for the book encountered a few problems along the way including flying all the way to South Africa to shoot John Smit, only for the outdoor studio fly away when they arrived there. However, this blow was softened when Hollywood heartthrob Orlando Bloom unexpectedly turned up to one of the shoots with Alasdhair Willis.


Senior account director for JLR, Jenny Richardson, said the brand set out to tell as many untold stories connected to the Defender as accurately as possible: “We managed to find many of the original explorers (or descendants of) some of the epic, cross-continental road trips that people undertook right from the when the first vehicles rolled off the line in the late 1940s.”

Alex England, art director at Foxtrot Papa, shed some light on their approach to the book’s design, explaining that they wanted it to be as aesthetically pleasing as a coffee table photography book, while “housing the rich and unique stories of the people therein.”

A limited run of the books is currently being printed and will be available from the Land Rover Merchandising website in September 2017.

Marketing Land Rover Jaguar

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