The brief

To create a winter event to entice people out of hibernation and celebrate the endless possibilities for adventure that New Discovery Sport brings you. Generate media coverage and launch the second phase of Land Rover’s iconic Hibernot campaign - inspiring people to embrace winter and get outdoors.

Our approach

This brand activation event, which coincided with the launch of Land Rover’s Discovery Sport, was key in creating digital content for Land Rover to share on its social channels. So we decided to take over Alexandra Palace in North London and create Snow Day – a free Alpine themed fun park for families. Hosted by pop star Pixie Lott, Land Rover welcomed Londoners to a winter wonderland complete with 200 tonnes of snow. Using snow machines, we created an 80m sledging slope with 100 branded snow-rings. Guests warmed up with hot chocolates and toasted marshmallows, and families competed in racing remote control cars on a bespoke miniature course.