Landman is the first African female to qualify for The Dakar Rally's motorbike classification. She survived a life-threatening injury a few years ago where she was catapulted off her bike, ruptured her spleen, and eventually had to learn how to walk again.
Ryobi has been documenting Kirsten's Road to Dakar - which is hosted in Saudi Arabia from 5 - 17 January 2020 - via a monthly Facebook documentary series. To date, There has been more than $1m worth of PR generated by Kirsten's story, more than 8m South Africans reached, and most importantly, Ryobi has had 12 consecutive record months of sales.
This professional campaign titled 'People and power tools that won't quit' was published in South Africa in November, 2019. It was created for the brand: Ryobi, by ad agency: Retroactive. This Film medium campaign is related to the Electronics, Technology, House, Garden, and Retail Services industries and contains 1 media asset. It was submitted about 4 years ago.
Advertising agency: Retroactive, Johannesburg, South Africa
ECD: Mike Sharman
CD: Ben Karpinski
Production Company: 10th Street
Director: Samantha Nell
Executive Producer: Darren Kerr
Music and sound design: Audio Militia