Uncharted - Land Rover + National Geographic
A product demonstration for Land Rover that partnered with National Geographic to map the last uncharted place on the planet
Despite it’s rich history, Land Rover had lost a bit of respect in the region. People now thought of it as not capable for their terrain. So, we set out to prove just how capable the Land Rover’s flagship model was.
Together with National Geographic, Land Rover mapped the last place on the planet - the Tropic of Cancer through the Middle East; resulting in a 45minute prime time documentary that was aired on the National Geographic channel 7 times.
The Tropic of Cancer is the line of latitude that runs along the hottest, most exposed land on the planet
It crosses the U.A.E - running through the empty Quarter; some of the most unforgiving terrain on earth. This has never been mapped before.
The exhibition reached over 50 million viewers thanks to National Geographic’s reach, and a permanent sign with Land Rover’s logo on it marks the start and end of the Tropic of Cancer as it goes through the UAE
