Anton van der Merwe
Creative Director - Director - Strategist - VR/AR

Land Rover BAR - Americas Cup

When Land Rover teamed up with Ben Ainslie Racing (BAR) as the title and innovation sponsor in the race to win the 35th Americas Cup, they wanted to bring change the way the world looked at sailing. 

In partnership with CAA, Wing London and Spark44 we were charged to create a full years worth of content to bring to live this very ambitious ask.   Creatively our goal was change perceptions, educate while entertaining and change the Americas Cup from a sailing race to Formula 1 on the water. So, we hit the water running and created some of the most creative, highest production value and successful content the sailing world has ever seen. 

My role is this campaign was as the Lead Creative, part of the Content Strategy team, Commercial Director and Post Director.  

The Campaign has, since it's inception won the Team or Individual Sponsorship of the Year at the BT Sport Industry Awards. Check out the video below to see how successful this campaign truly was.

Land Rover BAR - Hype Reel

The content behind this campaign was conceptualised and created to transform sailing into the Formula 1 on the water. Through innovation, solid creative and seriously hard work (not to mention a few sea sick moments) we created some of the best looking and high performing sailing content ever created. This video shows some of the best parts of all the films. 

Land Rover BAR - Above and Beyond 

This film was strategically delivered to change perception about the sailors on the boat. To get a boat to fly over water and control it, takes a huge amount of skill and an insane amount of strength. These guys aren't just sailors, these guys are extreme athletes. This content was the first in a series of films and PR stunts to showcase the men on board and create a more personal connection with new and old fans alike.