Inside Rolls-Royce

How do you demystify a heritage brand to reach a new audience?

By opening up to the world and letting everyone in on the Rolls-Royce creative process, with a first-ever public exhibition and above-the-line campaign.

Few people know that every Rolls-Royce car is a bespoke creation, nor the lengths that the company goes to create each of them. We needed to tell this story in an accessible way, whilst maintaining the luxurious nature of the brand.

A gallery-worthy experience

Every Rolls-Royce is like a work of art: unique, beautiful and highly collectable. So the perfect environment for this story was a gallery in the art capital of the world with an exhibition that was more artwork than brand experience.

The art of perfection

‘Inside Rolls-Royce’ at London’s Saatchi Gallery was a multi-sensory exhibition that illuminated 9key aspects of the company’s creative process. It brought to life the exquisite materials, unrivalled technology and supreme craftsmanship that goes into creating their cars. The interactives remade themselves for each visitor, ensuring everyone had a personalised and uniquely shareable experience.

The first above-the-line campaign

We supported the exhibition with an above-the-line campaign, the first in the brand’s history. It included a brand film at Waterloo station, billboards at Victoria station, escalator screens across the London Underground and a longer film online.

For the audience

The exhibition opened the doors to one of the world’s most prestigious brands for 15,000 visitors. It was a truly immersive and educational experience.

For the brand

The exhibition helped Rolls-Royce reach over 41 million people and was industry-recognised as an outstanding event, winning 1st place in the Drum Design Awards 2015, Experiential category.