2017 FMBE Awards - Most Effective Display GOLD
2018 BE CONNECTED Awards - Art At Work SILVER

The Challenge
Rolls-Royce needed to reintroduce itself at Goodwood after 14 years and connect Black Badge with a younger, more global audience without compromising its luxury positioning.

The Insight
Black Badge represents a darker, more rebellious side of the brand, something rarely expressed in traditional Rolls-Royce environments.

The Idea
Create an immersive experience that physically embodied this shift, moving away from heritage and into something more provocative and contemporary.

The Execution
The 900 sqm experience (inspired by the iconic shape of the Black Bladge alloy), rated by many as ‘the best at this year’s Festival’ included a 5m high SpirIt of Ecstasy, ‘The Black Goddess’, emerging from a fountain pool of black oil, proudly overlooking the Black Badge trilogy of cars, Ghost, Wraith and Dawn. The experience was made up of four distinct segments on the public side, two featuring cars, one cinema and one museum. A discreet VIP area featured an indoor lounge, live artistic creations, F&B and music.

Result
Sales of 28 cars directly attributed to the experience (client target given to us was 12)

FMBA Gold

BE Connected Silver

Described as one of the best installations at Goodwood