What happened?

In order to celebrate 100 years since the creation of the Spirit of Ecstasy, our fellow ‘Engineers’ ‘Partners Andrews Aldridge’ and Rolls-Royce commissioned the British photographer Rankin to capture 100 contemporary images of the female form that are inspired by Rolls-Royce’s renowned symbol, including her power, speed and beauty. In his own words, this was “one of the biggest projects (he) has ever taken on”. The stunning collection of prints were shot over the course of the year and hosted exclusively at Rolls-Royce Motor Car events and dealerships throughout the world including London, LA, Beijing and Sydney, finishing in Cologne this month.

Why we love it

Firstly, we feel the partnership between Rankin, a modern British style-icon, and Rolls-Royce, a brand that represents both classic British craftsmanship and contemporary engineering, is spot on. A brand like Rolls-Royce needs to strike the balance between reinforcing its heritage without overly relying on it, and this modern celebration of the centenary of its ‘Spirit of Ecstasy’ strikes this balance very nicely.

By teaming up with Rankin, Rolls-Royce have also created a fantastic platform to create original and stunning content for their upmarket target audience, who are likely to be passionate about the arts and the work of the ‘in vogue’ photographer. Most importantly, going forward, these images have also given Rolls-Royce the opportunity to create some unique DM material to send on to their customers, a nice way to get into the hearts and homes of their most valued clients. Ultimately, one of the most important roles of a succesful partnership is to give the comms of a brand a lift; and these amazing photos most certainly do that.

By Matt Kiernan on January 25th, 2012

Tags: Advertising, Art & Design, Branded content, Synergy Loves

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