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05 · Bentley
Bentley: Self-Expression for the New Generation
A ten-week campaign for Bentley that reintroduces the marque to affluent Gen Z and Millennials as a symbol of identity and self-expression rather than old-school success.
DisciplineAdvertising campaign · Cultural activations
TeamWith Agnes Ipe, Meizi Li and Joey Morrin
FormatCampaign concept
Objective
- Redefine Bentley as a conduit for self-expression for affluent Gen Z and Millennials, without losing its heritage of craftsmanship, elegance and prestige.
- Move the brand's image from “old-school success” to a modern symbol of identity.
- Translate Bentley's most culturally iconic eras into a platform with long-term desirability.
- Meet the audience in the cultural spaces that shape modern taste, not through advertising alone.
Deliverables
- Campaign concept “The Bentley Era”, reimagining the Bentley Boys as a modern collective of cultural figures
- Audience persona “The Aspiring Tastemaker”, strategy statement and three initial concepts
- Campaign logo, manifesto and tagline: “Some eras don't end. They evolve.”
- Four-phase launch: private dinner at The Frick, hero campaign film, collaborative and paid media, staggered activations
- “The Bentley Boys Grand Tour”, a documentary series across Bentley's digital platforms
- Activations: The Bentley Boys Salon at Art Basel Miami and an RM Sotheby's auction viewing
- Out-of-home, editorial and social executions, consumer journey and a full process book
Key learnings
- Nostalgia works when it gives people permission to belong, not when it asks them to want the past.
- Heritage becomes a bridge rather than a museum once it is translated into today's cultural codes.
- A luxury marque reaches a new generation through culture, taste makers and experiences, not product alone.
- Working to an agency brief, with mentor check-ins and a midterm pitch, sharpened the idea at every stage.
The full story
The final presentation and the process book, with every idea, sketch and iteration.