INEOS Grenadier | Us vs Them

We developed the next phase of INEOS Grenadier's "Us vs Them" campaign, taking direct aim at the increasingly soft 4x4 category with a bold, tongue-in-cheek creative approach. The campaign began with a provocative out-of-home execution parked outside a major Land Rover dealership, before expanding into a series of in-camera films and photography featuring children, sheep, and even flamingos. Paying homage to iconic automotive advertising, each execution brought the Grenadier's engineering credentials and product features to life in an authentic, entertaining way, reinforcing the brand's uncompromising character and challenger spirit.