Jaguar challenges gender stereotypes in new activation by Special PR and Together

Jaguar has unveiled a new integrated campaign to challenge outdated gender stereotypes in the automotive industry.

A centrepiece of the new campaign is co-created content with television and news service Discovery that will see three segments on The Project run in concurrent weeks, co-branded promotional trailers scheduled across digital and terrestrial television, and integrated news segments amplified across the Newshub network.

The activity has been launched in response to new research which indicated more than half (55 percent) of New Zealanders believe men can drive better than women.

To help challenge these outdated perceptions and dispel lingering gender myths, The Project is platforming three convention-breaking women including race driver Tiffany Chittenden who was the first-ever female to win a British National Karting Championship, Amy Hudson who has been appointed as the New Zealand Women in Motorsport ambassador, and Rianna O’Meara-Hunt who has won a slew of motor racing awards at only 20 years old.

These three women will use their collective expertise to coach The Project co-host Kanoa Lloyd through three driving challenges, each inspired by New Zealand’s original female racing legend Sybil Lupp:

  • 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.

Paula Adams, Senior Integration Lead at Discovery, comments: “We’re committed to offering creative storytelling and content solutions to advertisers. The idea of celebrating convention breaking women lent itself to The Project and Kanoa, and we relished the opportunity to work with an outstanding brand like Jaguar. Thanks to our broader ecosystem of Newshub, video-on-demand and social channels we were able to craft an amplification package that delivers impressive reach for the idea.”

Morgan Banks, who leads PR and events for Jaguar Land Rover New Zealand, adds: “Jaguar has always been a brand that breaks the norm – we do it both on and off the racetrack. We’re proud of the everyday trail-blazing women in the automotive industry and are impressed at the natural ability Kanoa displayed when she took our vehicles for a spin around Hampton Downs.”

The activation has been produced in conjunction with Special PR and Together. Special PR has been responsible for crafting and executing the wider campaign narrative, while Together has overseen the partnership with Discovery as well as wider campaign amplification. All production was created in-house by Discovery.

The first segment aired on The Project last night (Tuesday 15 March), with two more episodes scheduled over consecutive weeks.  


Senior Agency Director: Monique Pierce
Senior Integration Lead: Paula Adams
Creative Director: Ashleigh Payne
Production Manager: Aleisha Ottow

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