Rolls Royce

The Wraith forges new ground for Rolls-Royce, a dynamic coupe that emphasizes the driving experience much more than traditional Rolls-Royce cars. Designed as part of an ongoing effort to modernize the brand, Rolls-Royce China needed support positioning the car in a way that attract new prospects without alienating the brand’s traditional customer base. A Rolls-Royce designed for an outstanding driver experience does not neglect the traditional appeal of the brand – craftsmanship, elegance, and perfection in all details – but instead combines them in an unprecedented offering from the brand.

Wraith promises the best of both worlds, fusing luxury and craftsmanship with an outstanding driving experience. We proposed a campaign framework to “Explore Both Sides”, translating this duality into a series of powerful metaphors.

See below film for a behind the scenes of the making of...

We designed an overarching campaign across numerous channels, including a bespoke video specifically shot for the China market, established an affinity partner program, and developed a comprehensive guideline for a national dealer activation.

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