Brief: Mix drama and intrigue to reveal Bentley’s SUV concept to the world’s press at the 2012 Geneva Motor Show.

Our audience insight: “Launching an SUV is a huge deal for Bentley – I want to be the first to see it up close.”

Activation: A dramatic on stand press conference featuring a series of bespoke films telling the story of the EXP 9 F’s unique design and positioning – the ultimate Luxury SUV. We made a brand film outlining Bentley’s unique ‘firsts’, a reveal intro featuring a live falcon (a metaphor for the EXP 9 F’s inherent luxury and utility) ‘searching’ for the car and a documentary style piece with the designers telling the story of the car’s remarkable features.

The car itself was driven onto the stand by Bentley’s CEO Wolfgang Dürheimer. The sequence was streamed live to the Bentley website attracting a global audience.