Launching Bentley’s most powerful grand tourer. Ever.
Summer 2024 marked a huge opportunity for Bentley. After years of development, the new Continental GT Speed was ready to be revealed, and as the most powerful Bentley ever created, we were tasked with creating a global launch that paid tribute to an equally powerful force too: Continental GT Speed drivers.
We worked closely with Bentley to develop the idea, with our creative team fully immersing themselves in the product – and in the mindset of the forward-looking people who drive these cars. What made these vehicles even more incredible, was their hybrid status. How could a PHEV deliver greater performance than a petrol-only powertrain?
This led us to the line ‘Start something powerful’, a statement that connects the sustainable future of Bentley and the exhilaration of driving this powerful grand tourer with the way our audience are accustomed to making powerful new starts in their own lives.
To bring the story to life, we connected with director Anders Hallberg at Chief to create an engaging launch film that shows several protagonists starting something powerful. And while the film is built around a series of cinematic technical transitions, it has human stories at its heart. Anders created a relaxed, friendly environment on set that mirrored the atmosphere seen on screen, allowing him to capture unscripted moments of genuine connection. Chief were also able to advise on shooting techniques that would make the transitions flow seamlessly.
Alongside our production partners, the IPG-X social team were on set to capture a mixture of trending social-first ideas and a BTS long-form film. This involved interviewing key cast and crew members, including the director. Stills were also captured to give the audience a glimpse of what happens at a Bentley shoot, and to provide even more content.
The result is a connected campaign that builds an emotional desire to be one of the first to own this powerful new car, while also highlighting the Continental GT’s exceptional dynamics, design and technology.
With YTD +25% ahead on opportunities targets, +12% ahead of revenue target, marketing form completion +20% against target, sales forms +30% and opportunities +71%, ‘Start something powerful’ has been our biggest and most effective launch to date.
Full Credits:
Creative Agency: IPG-X
Head of Integrated Production/Producer: Charlotte Hopkins
Account Director: Lauren Birkbeck
Executive Creative Director: Nick Cooper
Senior Designer: Ben Constable
Senior Copywriter: James O’Connor
Production Partners:
Director: Anders Hallberg
Director of Photography: Jallo Faber
Exec Producer: Colin Offland
Producer: Nick Trainor- Crossley
Production Co-ordinator: Ellie Bonner
VFX Supervisor: Jack Lynch
Editor: Davide Qatella - Anders Films
Grade: James Bamford - Rascal
Online: Paul Willis
VFX Team: Jack Lynch, Prateek Mathur, Dylan Millar, Andy Galloway
Sound Design and Mix - Max Perryment
Spain Unit:
Executive Producer: Enrique Vidal
Producer: Stefano Bajetto
Production Manager: Elena Falcones
Production Co-ordinator: Blanca Juncosa
1st AD: Lucas Adamson
2nd AD: Isa Lo Prete
Director Assistant: Davide Quatela
Stylist Helga Burrill
Wardrobe Assistant: Nina Smith
MUP/Hair: Nacho Molina
MUP/Hair: Irene Murcia
Talent:
Martin Kuhlmann
Lucho Jacob
Ana Kim
Natalia Costa