Rolls-Royce Phantom Brand Campaign

The Challenge:

Younger entrepreneurs either remain unaware or indifferent to the Rolls-Royce brand. Notably, the average age of Chinese Rolls-Royce owners is significantly younger than their counterparts abroad.

The Task:

Target younger potential buyers with an unexpected and bold message centered around "self-driving."

We received a concept from RR UK titled "Rules Rewritten" accompanied by a manifesto filled with esoteric terms. The question arose: How do we tailor this to resonate with the unique younger demographic in China?

The solution:

To ensure a more targeted approach, we undertook research and analysis to pinpoint the hurdles preventing younger Chinese prospects from gravitating towards Rolls Royce – and strategized ways to overcome them.

Though the ideas remain confined to the PPT, I'm fond of the expressions derived from this project. Below, I share my manifesto and motifs along with preliminary sketches.