Luke Ashton & Matt Allen

INEOS Grenadier: Hard Way Home

We love pushing the limits but this campaign almost got us all killed.

THE PRODUCT
Sir Jim Ratcliffe, Britain's richest man loved the original Land Rover Defender but they stopped making them. So he decided to build an alternative no-nonsense 4x4. From scratch. And so, in the Grenadier pub in Belgravia, Jim and his friends drew the new vehicle on the back of a £5 note. And the eponymous car was born. We wanted to use the first, long-anticipated Grenadier deliveries as a way to establish what makes this 4X4 different to others - and what makes Grenadier owners different to other drivers.

THE INSIGHT
Expensive car handovers are usually pretty chintzy and shite. Flowers in the boot of the car. A bottle of champagne at the dealership. Ribbons on the bonnet. But you can't build a proper off-roader and hand it over with a bunch of tulips.

THE IDEA
'The Hard Way Home: A Proper Handover’. We offered three Grenadier owners the chance to pick up their Grenadiers before anyone else. The catch? They would have to pick up their long-awaited cars from atop the Anti-Atlas Mountains in Morocco and drive them all the way back home - over some of the world’s roughest terrain.

THE RESULT
Over 1,000 Grenadier owners applied. And after a rigorous 4x4 Assessment Day and a public vote, 3 were chosen to take on the epic drive home - which was even harder than anyone imagined. With the worst rainfall and snowfall in years across the Anti-Atlas mountains in Morocco, it meant that the novice new owners really had to put their trust in the vehicle, their 4x4 guides and even the huge production crew to make it home in one piece. We filmed and photographed every incredible step of the way and then created a campaign across social that reached millions of people across the world.

- A TEASER film to get people excited.

- A long-form FILM that tells the story of these drives from start to finish.

- Social traffic drivers - ROCKS, FLOODS, SNOW - driving people to watch the film.

- Lead-generation ads encouraging our audience to sign up for future Grenadier exclusives.

- And customer testimonials housed on the campaign website.