Jaguar She Sets The Pace
🏆 Silver Beacon Award 2023 - Consumer Durables
In collaboration with Together, Special PR & Jaguar, we created an integrated campaign to challenge outdated gender stereotypes in the automotive industry.
The activity was launched in response to new research which indicated more than half of New Zealanders (55%) believe men can drive better than women.
To help challenge these outdated perceptions and dispel lingering gender myths, Jaguar and The Project spotlighted 3 convention-breaking women - race drivers Tiffany Chittenden (the first-ever female to win a British National Karting Championship), Amy Hudson (New Zealand Women in Motorsport ambassador), and Rianna O’Meara-Hunt (a champion with a slew of motor racing awards under her belt by the age of 20).
It was my role to produce and direct the content at Hampton Downs, enlisting an experienced technical film crew and working with our talent and the drivers to capture three challenge attempts inspired by NZ’s original racing legend Sybil Lupp, which would later air on THREE’s The Project.
The Project aired the story over three weeks, which was supported by co-branded promotional trailers scheduled across Three, ThreeNow and social platforms, and news content amplified across Newshub in conjunction with Jaguar.
Each episode covered 3 x Challenges performed in 3 variants of Jaguar’s vehicle lineup:
Smart Cone Challenge – Kanoa is taught agility and precision challenges in the Jaguar I-PACE with Amy Hudson
Flying Quarter Mile Sprint – one of Lupp’s most well-known races, where Kanoa’s speed credentials are tested in the Jaguar F-Type with Rianna O’Meara-Hunt
1 Hour Endurance – Kanoa tackles longevity and sustained power in the Jaguar F-PACE SVR with Tiffany Chittenden.