There were two briefs that we had to meet. Firstly to reveal the car months in advance of its public launch to the UK's journalists and secondly create one single image that would tease the car to the world and generate excitement to all audiences ahead of its global launch in Geneva.
We took over a venue near Goodwood, The Home of Rolls-Royce Motor Cars and turned it into completely enclosed auditorium. The journalists had no idea what to expect, but this intimate event put them not just next to the new car, but also the people who designed and built it. For the global tease, we created a unique Spirit of Ecstasy that captured the brooding nature of the new Wraith, within hours this was flashed around the world.
Coverage of Wraith in UK publications was second to none and each story clearly positioned the car within the Rolls-Royce range, As for the teaser, it's fair to say that there was hardly an automotive magazine, website or blog in the world that didn't carry the image and the Wraith story.