Print ad: Freelander 2: City vs Nature

View hi-res

Top 6: December 22nd 2010

The Freelander 2 is a car that excels in both a natural environment and an urban landscape. To dramatize that fact, Y&R NY wanted to show two characters fighting over the car, one character representing nature, the other representing city. Almost like two children fighting over a toy.

The execution was vitally important to get right, so they turned to renowned artist Levi van Veluw. As Menno Kluin, Head of Art, states: "Once we had the idea, we immediately thought of using Levi. His style is ideally suited to the idea and we knew he could bring it to the next level."

Within four weeks Levi hand-made two mannequins from scratch in his studio in the Netherlands, and photographed them. Both mannequins have an impressive amount of detailing: 'City' consists of model cars and other miniature objects as well as small, wooden blocks, while actual moss, grass, leaves, flowers and mud were used to create 'Nature'.