Insight
Never before has Rolls-Royce released an all-wheel drive SUV. Enter Cullinan. Creating a new benchmark in all-terrain luxury, this pioneering vehicle is almost ready for launch. Only its final tests stand in its way. While pre-production testing is usually conducted away from the public gaze, Rolls-Royce has a tradition of carrying out its trials in the full glare of the media, such is its confidence in its vehicles.
Idea
To prove its capability in even the toughest conditions, Cullinan travels from the highlands of Scotland, to the Austrian mountains, to the Arabian desert.
With National Geographic focusing on the epic expedition led by explorer and photographer Cory Richards, footage was re-engineered to create a bespoke story for Rolls-Royce. This series of short films showcases Cullinan’s off-road credentials as it conquers extremes of terrain, weather and altitude with effortless power and poise.
Impact
By week two, social media engagement for the challenge had reached an all-time high for Rolls-Royce, and website lead generation had already successfully resulted in pre-launch sales.
AKQA is a design and innovation company that employs over 6,500 professionals across 20 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, AKQA was also awarded the Cannes Lions Grand Prix for Digital Craft in 2023, and the Grand Prix for Design in 2021. In 2023, AKQA was recognised as a winner in Fast Company’s Innovation by Design Awards. AKQA also won Fast Company’s World Changing Ideas in 2021, and 2022 and led Gartner’s research into global marketing agencies in 2021.