Campaign details

Brand: Jaguar
Brand owner: Jaguar Land Rover
Lead agency: Imagination Ltd
Contributing agencies: The Mill, Grand Central Recording Studios
Country: Global
Industries: Automakers & marques
Media channels: Events & experiential, Online video, Social media, Virtual & augmented reality, Websites & microsites

Executive summary

Jaguar created a world-first machine-learning AI feline jaguar, responding and reacting in real-time to visitors at the Paris and LA Auto Shows in 2018 telling the story of Adaptive Dynamics technology in Jaguar vehicles. Leading a world class creative team, we created a brand-new experience called Catwalk, which epitomises the ethos of Simple Human Interaction.

Our challenge was to communicate the performance story of adaptive dynamics, an innovative technology in all Jaguar vehicles. The goals were simple. We needed to engage people, and we needed to educate them at a very high level. One of our goals was to allow this story to have reach outside of the auto show space.