ROLLS-ROYCE APAC
SILENCE NARRATIVE
Idea concept / Copywriting / Design
Every day we’re bombarded with messages trying to get our attention… a lot of it is simply put... noise.
It’s getting harder to find solace in a world that’s chaotic, noisy and wants you to notice it. We know Rolls-Royce is the epitome of effortlessness and a whisper-quiet driving experience. A Rolls-Royce does everything you need without the fuss and frivolity of other car brands; it takes care of you without you even noticing. Rolls-Royce customers exude confidence where nothing needs to be said about them, they know who they are, the car does it for them. Rolls-Royce would become the first car brand for new customers to embody the nature of what Rolls-Royce stands for.
This concept was pitched to Rolls-Royce APAC as a way of introducing a new campaign narrative for the brand in the APAC region. Building on Rolls-Royce’s “Inspiring greatness” tagline, this narrative splits into two taglines for future and current customers to best speak of silence; one for the more definitive, and one for those who are bit louder.
For the definitive Rolls-Royce – Seduction of Silence
For the louder Black Badge – Loud as Silence
For the definitive Rolls-Royce I thought about those who like a whisper-quiet driving experience and how luxurious that is – thusly the Seduction of Silence. I looked at creative using everything from existing assets to what we could potentially do as a shoot to bring this Seduction of Silence narrative to life.
The concept really came into it’s own in video, by pitching a suite of short films with almost zero noise, no soundtrack or VO but just the sound of a car wafting by or the soft-touch door closing. Serene silence.
For the Black Badge customers who like to express themselves, the tagline Loud as Silence was formed by the perception that silence can seem louder than sound is often related to contrasts in environmental or situational noise levels - and Black Badge brings the noise. And coincidence by highlighting the words “Loud as” we got simply - ‘it’s loud as’. Creatively again looking at existing assets but also looking at ways we can better define a person who’d buy more likely a Rolls-Royce Black Badge.
The suite of Black Badge short films were pitched to be in the urban streets at night - almost akin to a black leopard hunting and stalking its prey. These films were to be a 180 from the Seduction of Silence with darker, bold tracks to epitomise what a Rolls-Royce Black Badge is all about.
