Global creative agency Imagination in the end of last month delivered a first-of-its-kind event to launch the new Land Rover Discovery to the world, and in the process made an entry in the Guinness Book of World Records.
To demonstrate the ingenious versatility of the new Land Rover Discovery and represent its appeal to families, Imagination engineered and built the largest ever LEGO structure as the setting for the car’s unveiling to the world.
The scale model of Tower Bridge, supported two Land Rover Discoveries to drive across and, once the fully articulated bascules were lifted, a Land Rover Discovery drove underneath pulling a LEGO replica of the Land Rover BAR team racing boat.
https://www.youtube.com/watch?v=5ZPxThcpJIc
The elegant LEGO structure was made over a period of 15 days from 5,805,846 LEGO bricks, by Bright Bricks, beating the previous LEGO structure record by 470,646 pieces.
Ross Wheeler, Head of Automotive at Imagination, oversaw the activity. “We needed to create a spectacular and exciting event to launch the new Land Rover Discovery to the world,” he said. “On the eve of the Paris Motor Show, Land Rover wanted to return to its heartland in Warwickshire to stage the biggest, most adventurous reveal event yet. We wanted to help them achieve the seemingly impossible and make an impact that would resonate around the world.”
