LONDON, UK — NGN LAB has unveiled its debut work for Jaguar Land Rover’s luxury car rental service THE OUT, which features Ollie Olanipekun, the founder of Flock Together, the club promoting more representation of people of colour in nature.
NGN LAB, Engine’s social-first creative unit, turned electric cars (plug-in hybrid and full) from THE OUT’s fleet into living, moving cameras for the campaign ‘Notes from the road’. A number of digital creators were then invited to capture the personal adventures made possible through this next-level car rental service.
In Ollie’s film, a trip to Snowdonia in a Range Rover Velar PHEV results in a very close encounter with a long-eared owl.
Other creators to feature are Oliver Hooson, a photographer who took a Discovery Sport PHEV to Tillingham; and Catarina Mira, a creative consultant & content creator who ventured to the Norfolk coast with her family in the all-electric Jaguar I-PACE.
This campaign not only heroes three different creators and three uniquely diverse creative outputs, but it is also designed to show that electric power (plug-in hybrid and full) can make for the perfect road trip. So it’s more about the experience than the car itself.
Aaron Cole, Chief Marketing Officer at THE OUT, said “We wanted to show just how good THE OUT on-demand service combined with electric powered (full and hybrid) cars can be for all sorts of road trips and all sorts of drivers. From a family day out at the seaside to finding new routes to ride, and even finding the best places to bird watch, ‘Notes from the road’ captures it all from three totally unique perspectives. Oh, and the content from NGN LAB is so nice! A properly engaging way to see people on road trips. Totally culturally relevant for our audience. Backed up with super smart socials and reach strategy.”
Matthew Harrington, Head of NGN LAB, said “When THE OUT chose to partner with NGN LAB at the end of last year, we were particularly excited for the opportunities it would bring. The task was to create social-first, integrated campaigns that highlight the capacity, and influence, of social as a wider medium whilst bringing to life THE OUT’s unique luxury car rental service.”
The creators are posting their films on their own channels, and they will also appear on THE OUT’s social media, running for a month.
Chief Creative Officer: Matthew Harrington
Creative Director: Jess Turner
Art Director: Jess Turner
Copywriter: Dimitri Karoullas
Chief Strategy Officer: Gen Kobayashi
Head of Strategy: Dimitri Karoullas
Agency Producer: Penny McNally
Photographer: Jess Turner
Director/ Production: Co Rob Sanderson
Designer: Francisco Martinez