ROLLS-ROYCE APAC
THE NFT
Idea concept / Copywriting / Design
This concept was originally briefed in to look at a campaign to promote the customisation area of Rolls-Royce called Bespoke. It’s where any facet of a Rolls-Royce motor car you want to make your own and make it unique can be done. The first idea was a simple way to connect well-known people to go through the process to customising and make a campaign out of that – and that’s very well worn territory. At this point I’d seen NFTs really taking off, bespoke artworks being sold – it was exactly what I was after. Why not create NFTs of the cars customise by some of the best in the digital art/NFT space? It fitted the crafted, bespoke nature that a Rolls-Royce is perfectly.
The best part – no car brand at that point (in 2021) had done an NFT car. It was a potential world-first.
The idea was boarded up and researched to pitch to the client along with some other ideas – but this was saved till last with examples of luxury brands at the time that had started dipping their toes in the NFT world. Mocking up examples of how some of the media could play out, with approaches to films and social teases to help drive impressions. I knew this wasn’t just a play on the APAC region who briefed us, but the global interest would be huge for Rolls-Royce.
To say it was very well received by the APAC client was an understatement.
We researched and found a variety of artists who we felt fitted the idea and had experience in digital arts and NFTs that could bring this to life. From the Dutch firm The Fabricant who specialised in digital fashion, to local NFT artists like Kota Yamaji to take each of the car models and customise it themselves and create the NFTs.
Artists/ The Fabricant & Kota Yamaji
Artists/ Khairul Osman & Blake Kathryn
This idea pushed into a lot of other touch-points as we expanded it, like looking at high-end auction houses like Sotheby’s or Christies to sell the NFTs to add that layer of luxury, to promoting it in dealerships themselves with in-dealer videos and social assets. It looked at what it could be in the future, as I felt it would leave people knocking on the door for more – from both artists and customers wanting to be involved or have their own custom NFT made.
Our last point was if there was enough interest and money raised one (or if not all the NFT models) psychically could be made it their own one-of-a-kind cars.
It was sadly shutdown by the global board after the APAC team pushed for it, and has subsequently been done by other agencies/regions for Rolls-Royce.
