Global creative agency, Imagination was briefed by Jaguar to design and produce a series of innovative special events across London at iconic locations, defining another moment in the remarkable history of this brand.
Events started with an installation of the XE word cloud sculpture in 'The Tank' at the design museum on the 5 September. Imagination worked closely with Jaguar's design team to hand craft these contemporary pieces.
Global lifestyle and automotive media were flown into London where they attended a media briefing at the ME Hotel on the 8 September. Imagination produced a series of workshops based around the all new XE, which was then revealed to them later that evening.
The journey began with 1,000 employees, filmed from a helicopter to form an 'XE' shape, as the Red Arrows flew past in formation. The car was then air-lifted to London, before racing along the Thames on a high-speed landing craft, continuing its journey towards Chelsea Harbour. Imagination creatively directed this remarkable journey and worked with TVC and Inc to create a stunning reveal film that would support the launch of the car, both online and live, at the World Premiere event.
The XE was finally escorted by two 1960's Mark II Jaguar police cars into the Earls Court Arena.
The venue choice for the evening event was significant. It was where Jaguar launched their first aluminium saloon car in 1948 and it was the host of 14 Jaguar debuts since 1935. The Jaguar XE will be the last ever automotive event to be held there.
(Jim Evans)
