Global strategy launch

Rolls-Royce launched a new vision and strategy to position itself away from being a mechanical engineering company to a technology company focussed on championing electrification and putting digital at the core of everything they do.

Rolls Royce asked Instinctif Partners to develop an engagement approach that would create excitement and inspire 55,000 people to explore what it meant at an individual, team and business/function level. We delivered a global all-employee campaign over several months that aimed to raise awareness and understanding of the new Group vision and strategy.

The campaign touched every part of Rolls-Royce and made use of every core channel available – including the intranet and Yammer. The level of awareness and understanding of the vision and strategy increased across the business, and started conversations about key elements of the strategy. The first image shows where the client landed, which was a compromise with the VI work developed by Pentagram; subsequent images show some of our pitch visuals. I directed the creative strategy and art-directed the pitch.