Land Rover's Roam Free Wins Bronze at Cannes

Land Rover North America today announced that its visually artistic online video, Roam Free, has won a bronze Lion award, in the ‘Film Lions’ category, at the 2013 Cannes Lions International Festival of Creativity in Cannes, one of the world’s most prestigious international creative communications awards.

Land Rover debuted the 60‑second video, which features four parkour, or free running athletes, demonstrating amazing feats of balance, fitness and agility, this past May and is praised for uniquely capturing the essence of the brand without featuring a single vehicle in the entire spot.

Land Rover and its creative team, Y&R NY, commissioned director Noam Murro to capture the group movement in Roam Free, which was specifically choreographed to provide viewers with a virtual comparison to the reality of the way a Land Rover vehicle performs, both on and off road. Unlike traditional parkour videos, typically set in an urban environment, Roam Free takes the free‑form discipline of parkour outside, in a natural setting to provide an authentic backdrop to showcase Land Rover’s breadth of capability.

The Cannes Lions International Festival of Creativity is the world’s biggest celebration of creativity in communications and recognizes all disciplines of film creative. Over 34,000 international entries are showcased and judged at the Festival and Land Rover’s bronze Lion award marks the eighth time Land Rover has received a Lion award.

“We’re extremely thrilled to receive a bronze Lion award for our Roam Free video,” said Kim McCullough, Brand Vice President, Land Rover North America. “To be recognized for our vision of wanting to showcase our vehicles’ capability and composure in an innovative and ground‑breaking way, by such a prestigious committee, is a true honor.”

To watch Land Rover’s award‑winning Roam Free video, visit: http://www.youtube.com/watch?v=bRoV6yuxz9U.