I was lucky enough to go to an induction day in 2011 at Land Rover just for their marketing agencies – it was a whole day entitled ‘launch the launcher.’ And that’s exactly what it did. The day started with a rousing speech from the MD and I did believe the hype. Lines like this certainly motivated me: ‘the Range Rover Evoque is going to be a hit – we knew that when we created it, its up to each of you how much of a hit it becomes’. After that we had a mix of technical and experiential seminars, introduction to the marketing launch strategy and finally a drive of the car. Driving any new car around JLR’s test facility would have been special for anyone interested in cars, so driving the top spec Evoque at 70 mph over speed bumps, drains and hump back bridges was a real treat.

A lot of the excitement of that day stayed with me and helped to make the life cycle assessment website and video a satisfyingly good project to work on. I’m very proud of it, and it’s by far the best project I’ve worked on.