Device Orientation
Jaguar Land Rover

Dear Dorothy, award winning film


In Land Rover’s 70th year, rewarding the people who have supported the brand along the way has been the main focus of their campaigns.


Land Rover place their people at the heart of their business and wanted to do the same for Dorothy Peters, a former Land Rover employee who worked in the service department of the Solihull factory in 1948. 

As a result, Sticky created a nostalgic, heartwarming film that takes a historic look at JLR in its 70th year and places people at the heart of the brand. This emotional film wouldn’t be possible without the wonderful character of Dorothy who is the star of the film and celebrates the brand’s legacy.

Whilst the film was a stand-alone project to tell Dorothy’s heart-warming story, JLR’s other objectives were to:

  • Reach at least three global markets through earned media.
  • Increase positive engagement on social media.
  • Increase positive sentiment for Land Rover.

These objectives were surpassed by the overwhelmingly positive response the film received across several markets.


Dorothy’s personal account of her experience is the most rewarding result. Three national editorial titles asked JLR for the story exclusive before the embargo date. The Mail Online ran the exclusive before a long list of other titles. The film earned global coverage across the UK, South Africa, Holland, Russia, Canada and USA. The film won four Brand Film Awards and a CorpComms Award in 2019. You can watch the video here.