Black Badge Cullinan Series II carves a formidable path.
POSITIONING
The bold, brave and fearless set in constant pursuit of luxury beyond limits. Like its audacious owner, Black Badge Cullinan Series II traverses without inhibition. It asserts its authority day and night, wherever it journeys.
Handcrafted by Rolls-Royce artisans and craftspeople, its irresistible allure and uncharted luxury is felt in equal measure, inside and out. Rendered from exquisite materials, its captivating details boast an unapologetic presence.
Black Badge Cullinan Series II represents a new dawn for Rolls-Royce Motor Cars – for the first time we transcend from the darkness and move into the light.
POSITIONING
Black Badge Cullinan Series II is Effortless Everywhere.
With a seamless blend of grace and power, it is both the journey and the destination for individuals of excellence. Black Badge Cullinan Series II is a sophisticated force, elevating the ordinary to the extraordinary through its endless capabilities.
Confident and free, it stands as a refined emblem of peerless craftsmanship, commanding attention with its presence and fine materials.
Black Badge Cullinan Series II belongs to the invincible – the restless few who push beyond the limits, the luxury voyagers of discovery.
CREATIVE CAMPAIGN
BACKGROUND
Inspired by the dynamic energy of the modern explorer, our campaign captures the subversive and playful attitude of Black Badge Cullinan Series II using motion blur, motion control and in-camera effects.
CAMPAIGN OBJECTIVE
For the first time, Black Badge is brought into the light, also featuring an Arctic White hero specification. The bold campaign demonstrates that Black Badge Cullinan Series II is not contained to the night – it is omnipresent and makes its own rules.
CAMPAIGN MESSAGING
Our campaign continues to position Black Badge as a motor car for the risk-takers and disrupters. The bold lime green accents and motion blur treatment reflect the energetic character of Black Badge Cullinan Series II. Our campaign focuses on showcasing the evolved product design and new features.