Engine Unveils Phantom Metropolitan Collection with Global Launch
Luxury car maker Rolls-Royce has launched its limited edition Metropolitan Collection, a new bespoke design of its famous Phantom model, through a direct marketing campaign led by Engine with creative by Partners Andrews Aldridge.
The cars, of which only twenty have been produced, were unveiled for the first time at the Paris Motor Show on October 2.
The creative, which spans across photography, film, digital brochures and email, shares the story of the inspiration behind the Metropolitan Collection and showcases Rolls-Royce’s exquisite craftsmanship skills and bespoke capabilities that place the car at the pinnacle of the luxury automotive market.
The creative for the Metropolitan Collection visually draws a connection with modern city architecture and the vehicle’s bespoke features, and contrasts this with the timeless serenity the Metropolitan Phantom offers amid the bustle of modern city life. The campaign captures the beauty and presence of the buildings around you, highlighting the side of the city you wouldn’t normally see, from a position of Supremacy and Grace. Photographic imagery takes on the feel of striking modern art, with strong graphic tones, that when the car and cityscape are showcased as pairs of images, the individual car details are mirrored by their twinned city counterparts.
Polly Jones, Managing Partner at Engine, said "The new Phantom Metropolitan Collection is an invitation to see the city from a different perspective, one that is only truly possible inside a Rolls-Royce Phantom. We crafted a launch campaign that truly captured the luxury and serenity of the car, showcasing our capabilities to craft bespoke vehicles through a campaign that connects the Metropolitan theme with current and prospective customers through every touchpoint.”
“These cars are limited in numbers, but strike at the very core of Rolls-Royce customers. Our creative approach incorporates visual craft with seamless connectivity to deliver a creative campaign that reflects the grace and power of every Rolls-Royce vehicle."