Brief
With anticipation growing for the unveiling of the new RR open-top car at the Frankfurt Motor Show, Rolls-Royce wanted to give prospective customers something unique to take away. And with six months to wait for a test drive, it needed to keep that anticipation running high.
The idea
To keep customers immersed in the DAWN experience, we created a limited edition printed piece that continued the narrative of the launch event. To achieve this we used an innovative ‘photo-chromatic’ printing process that revealed the story of Dawn using the power of direct sunlight.
Deliverables
An oversized, 400x420mm printed piece on uncoated stock, secured with a tie colour matched to the Dawn’s Mandarin leather interior. The whole piece was wrapped in a petroleum coloured outer with a foil blocked RR logo.
Copy below is from above spread:
'THIS IS YOUR OPPORTUNITY TO OWN THE NEW DAWN'
Contact your Rolls-Royce dealer today: After the darkness comes the new Dawn, a Rolls-Royce like no other before it. Seductive to look at and breathtaking to travel in, Dawn blends the sensation of open-top driving with a luxurious sense of occasion for four passengers. Poised to possess any moment with a surge of seemingly in nite power, Dawn will open your eyes to new horizons. Dawn promises a striking, seductive encounter that will leave you believing anything is possible.’
'THIS IS YOUR OPPORTUNITY TO OWN THE NEW DAWN'
Contact your Rolls-Royce dealer today: After the darkness comes the new Dawn, a Rolls-Royce like no other before it. Seductive to look at and breathtaking to travel in, Dawn blends the sensation of open-top driving with a luxurious sense of occasion for four passengers. Poised to possess any moment with a surge of seemingly in nite power, Dawn will open your eyes to new horizons. Dawn promises a striking, seductive encounter that will leave you believing anything is possible.’
Creative credits:
Art Director/designer: Simon Nicholls
Copy writer: Scott Vaux-Nobes
Campaign photography: johnhigginson.co.uk
Art Director/designer: Simon Nicholls
Copy writer: Scott Vaux-Nobes
Campaign photography: johnhigginson.co.uk