JUSTSO were commissioned to realise Rolls Royce’s concept for the new launch of their latest range of soft-top convertibles, the new Dawn. Advertising agency DUKE approached JUSTSO to support them with the
retail campaign at the Harrods pop-up space.
In keeping with the namesake of the new range, the idea incorporated the unveiling of the new model with an ‘artificial new dawn’ effect. Created by utilising Switchable Smart Film, the substrate was applied directly to the windows of Harrods and was operated with electrical currents, controlled by a dimmer switch. A countdown every three minutes, queued the reveal of the car and created anticipation.