Rankin Spirit of Ecstasy Collection
Issue 22 | March 2012
Agency
Partners Andrews Aldridge
Creative Team
Creative Directors: Paul Snoxell, Andy Todd; Copywriter: Stephen Timms ; Art Director: Paul Walton ; Photographer: Rankin
Production Team
Senior Production Manager: Darren Jackson
Other Credits
Group Account Director: Alastair McLeod; Campaign Director: Chloe Gilchrist
Date
From Summer 2011
Background
The Spirit of Ecstasy, the enigmatic symbol of Rolls-Royce Motor Cars was 100 years old in 2011. Naturally, Rolls-Royce wanted to mark the occasion. But they also wanted to use it as an opportunity to broaden their appeal and attract a new generation of wealthy prospects who had previously considered the brand as ‘too last century’ for them.
Idea
The idea was to commission a contemporary artist to create one hundred individual pieces of art, each one inspired by the Spirit of Ecstasy.
Rankin, one of the world’s leading photographers accepted the commission and collaborated with the agency on the project.
He was given full artistic licence to explore themes he personally associated with the Spirit of Ecstasy - such as ageless beauty, power, grace and effortless speed.
He was also inspired by the sculptural forms, materials and textures of the statuette itself and by the mystique and intrigue that surround her.
The original photographs were presented at exclusive private views throughout the centenary year around the world, including London, Dubai, Villa d’Este, Singapore, Beijing, Pebble Beach, Frankfurt and Rankin’s Gallery in Los Angeles.
The Rankin: Spirit of Ecstasy Collection also featured prominently on Rolls-Royce’s website throughout the year, and the photographs were also released on Rolls-Royce’s Facebook page.
The year-long celebration culminated in a limited-edition hard-back book containing all the images, which was sent to every Rolls-Royce owner.
Results
Forty-one private views were held in 17 countries in four continents.
The Rankin: Spirit of Ecstasy collection was viewed 315,515 times on the Rolls-Royce Motor Cars website.
2011 saw Rolls-Royce achieve its highest ever sales figures in the company’s 107-year history.
Our Thoughts
I bet just about every creative who reads this will think, “Any silly sod could do great stuff with a brand like Rolls-Royce.
Well, I don’t think it is that easy, as a mater of fact.
The problem is, there are loads of people out there with a hundred times more dosh than you and me but the irony is, no matter how Chavvy they are themselves, they think a Roller is a bit naff.
So getting the snapper even your average footballer has heard of to create works of art about the work of art that is the Spirit of Ecstasy (designed originally by Charles Robinson Sykes) gets them to think of the car as a work of art too.
One which, should they acquire it, tells the world how tasteful they are and is cheaper and more fun than a Cezanne.
Fabulous photographs, aren’t they? You can see more on the RR Facebook page.