LAND ROVER TAKES ON THE WORLD OF FILM

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LAND ROVER TAKES ON THE WORLD OF FILM WITH THE LAUNCH OF ‘BEING HENRY’, AN INTERACTIVE ACTION –LOVE – FANTASY – COMEDY – ADVENTURE ABOUT CHOICES

  • Land Rover releases its first ever fully interactive online film starring actor Leo Fitzpatrick from ‘The Wire’
  • Award winning director Nick Gordon directs ‘choose your own adventure’ film about choices to showcase exciting new levels of personalisation for latest Land Rover model, the Range Rover Evoque
  • A fun, lateral and innovative way to talk to consumers about choices, ‘Being Henry’ is the latest offering from the Range Rover Evoque Pulse of the City project
  • International cast featuring global Range Rover influencers TV presenter Louise Roe, chef Peter Evans, music producer Sergio Cerruti and DJ Greg Kozo star in first ever film roles

Johannesburg, South Africa – 5th May 2011; Today Land Rover will push the boundaries of its traditional customer communication with the latest offering from its Range Rover Evoque Pulse of the City project; an interactive Hollywood inspired film about choices.

Filmed in Los Angeles and unprecedented in scope and creativity, ‘Being Henry’ is a fun, interactive and engaging film that brings to life the unparalleled variety of options available with the Range Rover Evoque. Just like the car has been developed to stand out from the crowd, the film presents the consumer with a number of unexpected and exhilarating adventures to engage with, inviting them into the urban world of the Pulse of the City.

Based on the original ‘choose your own adventure’ style of storytelling but bringing this concept into the digital age, the film takes the consumer on a wild journey through a city in which they play the role of god and consequently decide the outcome of the stories main character. With nine different storylines and 32 unique endings the variety of choices and diverse consequences that occur ultimately result in the creation of the consumers ‘subconscious’ perfect Range Rover Evoque.

The story begins with its hero Henry, an everyman-type character who has to make various decisions during his journey that lead him into different realities. It is made immediately apparent to the consumer that they are in control of how Henry carries out his day and via a voiceover that guides them through the film they are presented with a number of life changing choices. Will they choose to shoot rats with Granny? Or lead Henry to be kidnapped then tortured with a harpoon gun?

Cleverly, the film takes the choices that the consumer makes on behalf of Henry and translates them seamlessly into their perfect Evoque. Through subtle colour, situational and emotional references the film effectively takes elements of the consumers personality and uses them to present them with their fully personalised car.

Nick Gordon, the film’s director comments ‘I am really inspired by the idea of brands such as Land Rover pushing the boundaries and creating digital work that is designed to emotionally engage and comes from human insight rather than being driven by technology. The film is one of the most adventurous projects I have worked on and has been a real learning curve for me on how interactivity online is the future of really engaging with consumers’.